latest news
Martin KlofandaPR Manager and Press Spokesman for the Kofola Group
klofanda@kofola.cz
GSM: (+420) 724 708 034
will be glad to provide you with more information.
New herbal Rajec Bylinka – exceptional natural flavour
Prague, 8.2.2007 -Kofola is bringing a new product to the market in the functional bottled-water segment – the unique Rajec Bylinka range. This first innovation of the Rajec brand, natural spring water encriched with herbal extracts of lemon balm or thyme, offers an excellent flavour while satisfying devoted health enthusiasts.
“With expanding education in the area of personal healthcare, consumers are naturally becoming more demanding. They require added value from products, and thus the demand for functional foods and beverages is growing,” says Martin Mateáš, Rajec brand manager , commenting on the current trend and adding: “By adding traditional herbs to Rajec lightly mineralised spring water, we want to offer consumers such a product that will not only ensure their hydration regime and satisfy their taste needs, but will also be valuable for their health.”
Produced in two variants, Rajec Bylinka provides the same benefits as Rajec spring water but also contains herbal extracts of lemon balm or thyme. One litre contains 100 mg of extracts, a sufficient amount to have a beneficial effect for the human body, thus placing Rajec Bylinka in the functional waters segment.
Lemon balm is particularly appreciated by people working in a stressful environment, as well as people affected by anxiety, emotional stress and exhaustion, or those who often suffer from digestive problems. Thyme is recommended for prevention and treatment of bacterial and viral illnesses, respiratory-tract disorders and intestinal complaints.
The design of the new range follows the clean lines of Rajec products, functional yet stylish and fresh. The bottles are violet-tinted and come in two sizes – 0.75 litre and 1.5 liter, while the lables and caps of both types differ in color so that consumers can easily distinguish between them. The product's shelf lif is nine months. Rajec Bylinka has 82 kJ/19 kcal per 100 ml. The recommended prices in hypermarkets start at CZK 13,90 for 0.75 l and CZK 15.90 for 1.5 l.
In terms of marketing, Rajec Bylinka will be supported by a TV commercial which will air from 1 March. A print campaign in lifestyle magazines has been underway since the first half of February. Tastings will be held at sales outlets as well as in other, less traditional locations, such as cosmetic salons, hair stylists and fitness centres.
About Kofola, a.s.
Kofola, a.s. is one of the most significant producers of non-alcoholic beverages in Central Europe. With over 1,1000 employees, the company operates in the Visegrad Four countries, i.e. the Czech Republic, Slovakia, Poland and Hungary, and also exports its products to countries further afield. Its product portfolio includes Kofola – a traditional, original-recipe cola beverage, a range of fruit drinks, Jupí syrups and concentrates, Jupík children's beverage, Rajec natural spring water, Top Topic grape beverage, the real American RC Cola, and the Capri Sonne, Chito Tonic, Snipp and Sentino brands. More information about the company can be found at www.firma.kofola.cz .
