Barr Soft Drinks is boosting demand for the UK’s No.1 Caribbean Soft Drink*1, KA, with the launch of three bold and exciting new flavours, Tropical Krush, Strawberry Soda and Citrus Punch.
Available from February, the three new sparkling KA flavours are set to drive further shopper demand for the KA carbonates range, which is now worth over £15m*1 and showing impressive growth YoY.
The new flavours will be supported by a huge year-long brand investment, which sees the brand partnering up with online media platform, GRM Daily. Sitting at the epicentre of Black British music culture, the KA partnership will include an impactful online advertising campaign and is set to reach nearly 7m consumers.
“KA is already known for its powerful and bold flavours and has a strong base of loyal shoppers thanks to this. This NPD has been created with the same passion for vibrant flavours and are free from artificial sweeteners, which will help retailers to really drive the brand in store and tap into incremental sales within full sugar carbonates, which is currently worth £7.7m in convenience*2.
“We are excited to be working with GRM Daily on the launch of our new full sugar range for KA. Not only does the platform continue to deepen the brand’s connection to our core drinkers, but it also reaches out to a wider audience in a relevant and authentic way. The partnership will be key for raising awareness and stirring up excitement surrounding the new flavours,” says Adrian Troy, Marketing Director at Barr Soft Drinks.
Currently, 83% of KA’s sales are driven through the independent and symbol stores*2 and the brand attracted more than 135,000 new shoppers in 2020*2, highlighting a crucial profit opportunity for convenience retailers looking to add something exciting to their soft drinks fixture.
All three flavours are made with full sugar and no artificial sweeteners and performed well in consumer research, and particularly well amongst existing KA consumers. The products are launching in a PMP format and Barr has a range of impactful brand POS that retailers can use to signpost the NPD.
Barr recommends that retailers merchandise the new KA full sugar flavours next to the KA core sparkling range in the chiller, to drive incremental sales within this important and profitable section of their soft drinks category.
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