Skinny Tonic changes name to SDG – ‘The Skinny Drinks Group’ – and appoints new Head of Marketing


Skinny Tonic ( (PRIVATE:SKTON), the company behind the first zero-calorie, zero sugar, and 100% natural mixer to launch nationwide in the UK, is changing its name and has appointed a new Head of Marketing as it branches out into other brands and private label contracts.

The company, now known as SDG – ‘The Skinny Drinks Group’ – is currently creating its new bespoke manufacturing facility in Liverpool and with its new capabilities plans to launch its children’s drink in association with the iconic Emoji brand and a soda range which will see the firm expand into the ‘impulse purchase’ market.

READ: Skinny Tonic says it has £1.85mln raised so far in latest funding round, which closes in seven days

SDG said both drinks will be 100% natural with the same core values as Skinny Tonic – no calories, no sugar, no compromise!

Steve Wilkinson, the company’s co-founder and COO commented: “Our brands are key to our company’s success. They drive our growth by setting us apart from the competition, enabling us to build memorable and meaningful connections with our consumers and encourage long-lasting loyalty.”

The drinks firm also introduced the latest member of its team, Marine Bourbon, who has joined as Head of Marketing from Tesco PLC where she was Head of Brand for Tesco Finest.

Wilkinson said: “I’m delighted to welcome Marine to the team at such an exciting time. For SDG to attract staff of the calibre of Marine highlights how fast we are growing with more key hires to follow.”

“Over the following months, our key focus will be to establish a coherent approach across our brand portfolio that drives brand awareness and places our products in new consumers’ hands,” he added.

Bourbon commented: “I am absolutely thrilled to be joining the team at SDG at such a pivotal time for the business. I wanted my next move to be anything but ‘play it safe’ so when the opportunity to push boundaries through innovation, disrupt a largely stagnant category and meet the needs of increasingly health-conscious consumers came up … I was all in!”

The Skinny Tonic brand was created in 2014 by company co-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.


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