Maxxium's efforts to carve a niche for itself in the cluttered PPS market are beginning to pay off. Veba ­ a sweet and sour cherry flavoured product ­ was launched in March through Sainsbury and Bass Leisure. Both are maintaining the listing and its rate of sale is at the level of the market leaders. Asda and Morrisons have agreed to list it, as have Booker, Matthew Clark and Waverley Vintners. Senior marketing manager Paul Murray said: "We will be throwing a great deal of effort behind Veba in the coming months." {{DRINKS }}

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