Plenish Ultra Ginger is made using triple-sourced ginger (cold-pressed, dehydrated and extract) and delivers 29g of pressed root ginger per bottle, which the brand said represents a higher concentration of ginger per shot compared to rival options.
Meanwhile, each shot contains 100% of a person’s daily reference intake of vitamin C, while they are also a source of zinc.
Sold in 420ml multi-serve dosing bottles, Plenish Ultra Ginger is available now in Tesco stores and online for £6.95 per bottle.
Plenish was acquired by Britvic in 2021, which has since been purchased by Carlsberg to form Carlsberg Britvic in the UK.
Commenting on the launch, managing director of breakthrough brands at Carlsberg Britvic, Russell Goldman, said: “The launch of Plenish Ultra Ginger is a bold yet natural next step for Plenish.
“As colder, darker days roll in, we’re uniquely positioned to continue to drive category growth through innovation, and responding to consumer demand for effective products which support the immune system. Plenish Ultra Ginger redefines the shot category by delivering more of the superfoods, active ingredients, vitamins and minerals.”
The expansion of the Plenish functional shots range will be supported throughout the autumn and winter through its ‘Give it a Shot’ campaign, which includes an upcoming ATL marketing campaign, in-real-life community events and shopper marketing.
The functional shots category is forecast to grow from £42 million it retail sales value today to £115 million by 2027. To further tap into the trend, Plenish also launched the “UK’s first vitamin shot for kids” earlier this year.
In related news, Carlsberg Britvic is investing £20 million in a new soft drinks canning line and building extension at its Rugby factory, located on the Glebe Farm Industrial Estate.
