Tango, one of the fastest growing brands within the fruit carbonates segment[1], is introducing Dark Berry to its popular sugar free range this March. The addition of Tango Dark Berry brings a mouth-watering taste of sweet, tangy raspberries and rich blackberries, ensuring shoppers don’t have to compromise on taste when choosing a healthier option. Sugar free choices are of particular importance in the fruit carbonates segment, having grown +18% in the last two years[2].
Over the last year, the pandemic has accelerated health trends, with the value of low-calorie drinks up +7.7% within total soft drinks[3]. Sugar is a key consideration for shoppers, with 33% trying to reduce it in their diet[4] by purchasing sugar free soft drinks[5]. The move follows the successful re-launch of the range in 2019, which is now worth £15.4m RSV[6], and bought by 2.5m shoppers[7].
Phil Sanders, out of home commercial director at Britvic, comments: “Tango Sugar Free Dark Berry is launching in a range of formats, offering convenience stores a number of options to meet new consumer demands. People are increasingly visiting smaller stores for their larger format packs in an effort to avoid the bigger supermarkets. Therefore, the new flavour will be available in 6 can multipacks and 2L bottles to share within the household. For impulse purchases it is also available in singles, with the addition of a £1 PMP 500ml bottle, to show everyday value to customers.
“We have seen tremendous growth in no-sugar soft drinks, demonstrated by the strong performance of our existing Tango Sugar Free range – now worth over £15m[8]. To continue offering our customers choice, we wanted to bring something new and exciting to the range, with the launch of the Dark Berry flavour.”
The Dark Berry launch will be supported with a digital and in store activation to drive trial and awareness. From May the brand will also feature on TV, BVOD and Digital, featuring the return of the Tanguru.
The new flavour will be available across all formats; 500ml bottle (standard and £1 PMP), 330ml can, 2L bottle, 6 can multipacks, from 8th March.
[1] Nielsen Total Coverage Tango RSV, Abs Value Growth YOY 52w/e 23.01.21
[2] Nielsen Grocery and Impulse, Value sales % chg MAT vs 2YA to w.e 23.01.21
[3] IRI, Symbols & Independents, Value % Growth Total Soft Drinks vs YA, 52 w.e. 24.01.21
[4] IGD ShopperVista Health, Nutrition and Ethics Monthly Shopper Update, March 2020
[5] Lumina Healthier Eating Report 2019
[6] Nielsen Total Coverage RSV £ L52wks 23.01.21
[7] Kantar Worldpanel Online, Take Home, Total Coverage L52wks 24th Jan 21
[8] Nielsen Total Coverage RSV L52wks 23.01.21
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