Karma Lemmy
Soft drink company Karma Drinks is excited to announce a new sugar-free offering that’s set to soon hit the NZ supermarket shelves.
Introducing… a sugar-free Lemmy (lemonade) drink, launched in August to compliment the sugar-free cola already on the market.
Karma senior brand manager Imogen Weir says the new offering is in response to a recognised keenness amongst consumers to reduce their sugar intake and enjoy products that benefit their health. “Lemmy is our number one seller in New Zealand, so it made sense to create a sugar-free version. The market has seen a lot of growth in the ‘better for you’ category, which includes low calorie and sugar-free product. And so, we are excited to launch our innovative Lemmy answer to that,” Imogen says.
The new product is in line with the company’s branding of: Karma tastes better, does better, and is better, Imogen says, and is a good fit for Karma’s “The power of positive drinking” messaging. New Zealanders can already buy the new Lemmy offering at selected retailers such as Farro and from the Karma website. It is set to hit supermarket shelves in the lead up to summer.
In addition, Karma’s popular sugar-free cola (already in the NZ, United Kingdom and Australian markets) has had some “formulation changes. The next step will be to launch sugar-free Lemmy into the UK market, Imogen says.
The Lemmy launch is but one aspect of good news celebrated at Karma Drinks of late, both at home and abroad. Karma Drinks has just taken out a top award at a prestigious UK enterprise event, winning the SME News-UK Enterprise Award for Best Ethical Drinks Brand 2024. It was acknowledged at the event that the Karma team: “knew that they had to do more than create soft drinks that just tasted good to succeed in this crowded market. By creating a company that is proud to be Fair Trade, certified as organic (by the Soil Association), and the top scoring soft drink B-corp in the UK, they have done just that. The small team that make up Karma Drinks all align with the values that the business has been built on… namely, humanity, impact and respect.”
The competition judges acknowledged that Karma Drinks not only uses organic, vegan and Fairtrade ingredients across its range, it also takes responsibility for improving the lives of growers and suppliers and preserving precious natural resources. The company is trucking along in its endeavours to become the most ethical soft drink brand in the world.
Furthermore, the SME News publication (which focuses on a Uk-wide network of industry insiders) stated: “Karma Drinks knows it cannot take on the giants of the soft drink game, but what it can do is bet the best version of itself, crafting genuine connections with those who source its ingredients – making a small effort that contributes immensely to the bigger picture.”
Imogen says the comments above are in line with Karma’s recently released 2023-2024 impact report. It’s a great document, she says, to take to our consumers, and for the Karma team to have as a reminder of the company’s “why”. “It’s good for consumers to understand that, when they buy and drink Karma it’s like everyday activism as they are having a positive impact and are giving back to the community and land where we grow. We invest in the places where we source our product.”
The Karma Foundation has ensured Karma Drinks is “a force for good”.
Karma Drinks Foundation chairman Albert Tucker is proud of the positive impact achieved in 2023, which has involved the enhancement of the lives of growers and ecology protection in regions where Karma ingredients are sourced. He says the company is committed to further progress in the years to come.
A full copy of the impact report is available on the Karma website https://karmadrinks.co.nz/pages/the-people. In brief, the report states that over the last year, Karma initiatives have provided vital support to over 1,000 farming families. “By ensuring fair trade practices and offering premium prices for their crops, we have helped improve their livelihoods and economic stability. Our investment in community projects has facilitated the construction of new schools, ensuring that children in these communities have access to quality education.
“We have also supported healthcare initiatives, providing essential medical supplies and health education to improve the overall well-being of these communities. Ecologically, our sustainable farming practices have led to the conservation of local biodiversity. We have worked closely with farmers to implement agro-forestry techniques, which enhance soil health to create a more resilient agricultural ecosystem. “Our efforts in reforestation and organic farming methods have significantly reduced the carbon footprint of our supply chain, contributing to global efforts to combat climate change.”
All up, as Karma Drinks enters the final sector of 2024 there is, inarguably, much to celebrate…plenty that’s good (better, in fact) to drink to.
(October 2024 Supermarket News)