Vita Coco reformulates Choc-o-lot drink to add ‘fibre benefits’

Vita Coco has reformulated its Choc-o-lot drink to add “fibre benefits”.

A new version of the drink will roll into Sainsbury’s, Waitrose, Co-op, Boots and convenience stores this month, with the brand claiming it is now “filled with fibre goodness” (rsp: £1.80/330ml).

According to experts, the added fibre could “help consumers feel fuller for longer as well as aid digestion and keep our bowels healthy”, Vita Coco said.

It contains vitamin C and potassium, with 4g of sugar per 100ml, making it “a delicious, but healthy and guilt-free option”, it added.

The reformulation comes less than 12 months after the launch of Choc-o-lot, which initially rolled out in one-litre and 330ml sizes.

At the time of the launch, the drink was marketed as a healthier, low-sugar alternative to “other chocolate-flavoured drinks”.