UK – The British multinational grocery store has launched a low-calorie English alcoholic drink Pimm’s ice lollies, limited to the summer period in the UK.

In line with this, Tesco has partnered with market leader POPS who have previously produced licensed products for both Fever-Tree and Fortnum & Mason.

Pimm’s POPS contain 32 calories and will be exclusively available at nearly 700 Tesco stores across the UK.

According to Tesco, the new product targets the growing group of adult ice lolly fans since the demand has grown by 10% last year.

The lollies have an ABV alcoholic rating of 4.3% per popsicle and will only be on sale to adults aged 18 and over – information that is written on the product itself.

“These refreshing ice lollies are a guilt-free treat and represent a glass of Pimm’s in frozen form.

“With the present heatwave showing no end we think this great tasting ice lolly is set to be a hit at BBQs for the rest of the summer,” said a Tesco ice cream buyer Sonia Morland.

A low-calorie sensation

In January this year, Tesco launched its low-calorie (280–360 calories per tub) range of Halo Top ice cream in the UK, presenting competition to Unilever yet in another market.

Unilever in October said it was falling underlying volumes from its refreshments division, a portfolio of ice cream and beverages, also admitting that it has faced competition from Halo Top, thus lower sales in North America.

Its Halo Top ice cream portfolio includes 32 flavours but only seven were availed in the UK that is, Sea Salt Caramel, Vanilla Bean, Peanut Butter Cup, Chocolate Flavoured, Mint Chip, Chocolate Chip Cookie Dough and Cinnamon Roll.

The supermarket chain launched the UK’s first ever watermelon ice lolly – the first 100% fruit lolly treat, two years ago.

Mondelez on the other hand has announced it is set to release several new ‘low-sugar’ products in the UK including a new Cadbury Dairy Milk bar containing 30% less sugar.