MARKETING MIX: Thirsty? Have some chocolate

The drink is targeted at kids, the weight-conscious and, according to communications manager Simon Russell, those "who find water uninspiring". Camels, perhaps?

Innovative maybe - but weird combinations of flavours and 'innovative' food and drink launches are a staple of the marketing world. In 1981 hedgehog flavour crisps were launched - no hedgehogs were actually harmed in their manufacture. This year McCoy's announced the launch of lager-flavoured crisps - all the flavour of beer minus the fun. One of the most revolting sounding innovations was that launched last year by HP. Targeted at the lad feeling peckish after an evening's drinking, it came up with the delectable idea of omelette, chips and beans in a tin.

And in late March, a story appeared in the Sunday Times which claimed that Pot Noodle was launching a dog-flavoured version to appeal to the Korean market. It was to be marketed with the line 'find a poodle in your noodle'. The story turned out to be an April Fools hoax.

Strathmore's chocolate water will launch in the next couple of months. Mix awaits sales data with interest.

This article was first published on Marketing