Kraft Heinz powdered drink brand Crystal Light on Tuesday announced a new line of "Vodka Refreshers," which officials said aims to capitalize on consumer demand for "lighter, lower-calorie cocktails."
The brand also noted that many Crystal Light buyers — an estimated one in five — already use the product as a mixer in cocktails.
At 77 calories per can and with no sugar, the company said that Crystal Light Vodka Refreshers are "the lowest-calorie ready-to-drink cocktail on the market." The canned cocktails have 3.8% alcohol by volume.
“With tens of millions of social media videos showcasing creative ways to mix Crystal Light into cocktails, creating a delicious lower-calorie vodka refresher was a natural step for us,” Jeremy Kross, director of beverage mixes at Kraft Heinz, said in a statement. “We’re bringing fans a ready-to-drink version in a new format – now with a light, refreshing twist — offering the same signature flavors they know and love."
The debut lineup features "Wild Strawberry" and "Lemonade" flavors. The four-packs will launch in select retail locations in the Northeast in March; the company plans for broader distribution and more flavors and packs next year.
