Growing energy drink brand, Carabao, is expanding its range by introducing a new Mixed Berry flavour to its diverse offering of fruity, low calorie energy drinks.
The Mixed Berry flavour is the latest addition to a product range that already boasts other great tasting fruit flavours such as ‘Green Apple’ and ‘Mandarin Orange’. The refreshing new flavour will launch in ASDA from 14th March 2020 rolling out to other leading retailers from 23rd March 2020 for an RRP of £1.19[1].
Carabao Energy Drink is a unique brand that not only rivals the great taste of traditional fruit-flavoured soft drinks, but it also offers all the benefits of a caffeinated energy drink making it a rare hybrid in the energy drink sector. As one of the leading and fastest growing energy drinks in South East Asia and the UK, Carabao is constantly seeking ways to deliver what consumers want. At only 63 calories per can, a sugar content far lower than major competitors and a delicious fruity taste, the introduction of Carabao Mixed Berry is exactly that, tapping into the topical consumer trends of today.
Carabao has recognised a huge category opportunity for a berry flavoured energy drink, as it is a known and much loved soft drink flavour but is currently under-represented in the energy drink sector. The Euromonitor Soft Drinks[2] report estimate that 521 million litres of berry flavoured soft drinks are sold annually – with just 1.3% of this accounted for by berry flavoured energy drinks.
Consumer research by Carabao found that their Mixed Berry flavour received highly favourable response from consumers. This 2019 study from Triyit[3], revealed that 84% of Carabao consumers expressed an interest in Mixed Berry when asked which Carabao flavour they would like to explore next. Moreover, 44% of interested shoppers said they would either buy the new flavour in addition to their usual purchase or buy it instead of a different (non-energy drink) product4, indicating that Carabao Mixed Berry is likely to be highly incremental to the energy drinks category.
David Butcher, MD of Intercarabao UK&I comments: “The launch of our Mixed Berry flavour is a stand out moment in our mission to create energy drinks that rival the much-loved taste of traditional soft drinks. We’re excited to see how this new product fulfils Carabao’s ambition to grow further within the UK energy drinks market.”
Carabao offers a variety of popular flavours within its drinks portfolio, readily available to cater to consumers taste preferences and lifestyle choices. With the new Mixed Berry flavour profile, Carabao believes the product will provide variety for consumers, as a unique alternative to conventional energy drinks.
Alongside the innovation of energy drinks, Carabao is currently in the third year of its partnership with the EFL, which includes the title sponsorship of the Carabao Cup, and remains an official Global Partner of Chelsea FC. Carabao Mixed Berry will be launched on Sunday 1stMarch as Aston Villa take on Manchester City in the Carabao Cup final at Wembley Stadium. The product will be available to purchase at refreshment kiosks on matchday and LED digital advertising will be present pitchside throughout the game.
For more information, please visit carabaoenergy.co.uk or @CarabaoUK on Facebook and Twitter.
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