SDG, the Skinny Drinks Group, is the company behind the first zero-calorie, zero sugar, and 100% natural mixer to launch nationwide in the UK but changed its name from Skinny Tonic in April 2021 as it branches out into other brands and private label contracts.
The Skinny Tonic brand was created in 2014 by company founder Ian Minton – a sufferer of type 1 diabetes – as a tonic water that allowed him to enjoy a G&T without the fear of his blood sugars spiking.
The group sells its product via listings with the likes of Amazon.com, 31 Dover, Muscle Food and Booths Supermarkets, and is creating a bespoke fully automated manufacturing plant in Liverpool capable of producing 6,000 cans per hour.
How is it doing
In November the company said it was in talks about its growth financing requirements ahead of a planned initial public offering (IPO), with a multimillion-pound fundraising launched.
SDG said it was expecting extremely strong sales in the run-up to the festive period, helped by a partnership with Waitrose to launch its Skinny Tonic in Dubai, as well as a newly developed tonic water range for Marks and Spencer Group PLC (LSE:MKS) that has been made thought the UK.
Back in April, a new manufacturing facility in Liverpool was said to be adding new capabilities, with plans to launch a children’s drink and a soda range to expand into the ‘impulse purchase’ market.
Hiring during the year has included a managing director, financial manager and head of marketing earlier in the year, followed in the summer with a new head of branded sales, a quality and technical systems manager and a digital marketing manager.
What the boss says: Steven Wilkinson, founder and chief operating officer
“We are delighted to be working with some of the most prestigious retailers in the UK and beyond. We have a dual channel business which is growing at an exceptional rate and we will continue to take advantage of growth opportunities as they come along. Our hero brand Skinny Tonic is starting to gain some real traction which will further increase shareholder value and discussions have started regarding a potential stock market listing towards the end of next year,” Wilkinson said in November.
“We are extremely pleased to confirm that we have won some very significant contracts with a leading UK retailer for 2022. We will now be looking to grow our team and our manufacturing capabilities even further.”
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Inflexion points
- Further retail distribution deals
- New flavour launches
- Progress towards possible listing