Cobra, famous for the less gassy lager sold in Indian restaurants, has become the latest brewer to launch a bid to carve out a low-carbohydrate beer category in the UK.
Cobra Lower Cal Lower Carb has taken a year to develop and follows Anheuser Busch's Michelob Ultra into the market. A truly international effort, the 4.4 per cent ABV "Indian" beer is brewed under licence in Poland by Belgia Browar, best known here for Belgian brands Palm and Rodenbach.
Michelob Ultra has made a less than dramatic impact on the British beer market since its introduction last year - although the relaunch of Marston's Low C as Resolution seems to have given the category a bit of a lift.
But Cobra business development director Chris Rendle believes Lower Cal Lower Carb has a chance of making an impression.
"We thought we could improve on existing low-carb beer by producing a better tasting product," he told The Publican on a trip to Belgia Browar to watch the first bottles come off the line.
"It hasn't been easy to take calories out while keeping the taste - that's why it has taken us such a long time."
The Cobra product, at 94 calories, undercuts Michelob Ultra's 106 calories thanks in part to its lower alcoholic strength.
"We are not trying to imitate the taste of Cobra, but its product values - something easy-drinking and less gassy that's perfect for a summer's day. We have put it in a clear bottle so it should sit alongside brands such as Corona and Sol.
"A lot of new product development is gut feeling," he added. "But we believe there's a market for a low-carb that tastes good. Only time will prove us right or wrong."
Lower Cal Lower Carb will be introduced into "strategic points" among Cobra's on-trade customers within the next couple of weeks. It is being supported with press ads, sampling and point-of-sale.