Britvic is committed to growing the fruit flavoured carbonates category with the launch of Tango Editions: a sugar free, rotational flavour series aiming to drive excitement for retailers and shoppers alike. It combines bold flavours, bold liquids and bold pack designs aimed at standing out on shelf and in the chiller.
New from the end of February, the first edition ‘Berry Peachy’ is a great tasting, Peach & Raspberry flavoured drink designed to tickle the tastebuds and deliver the ultimate in tangy refreshment. The new flavour is available in a variety of formats to help cater to the many shopper missions currently driving sales in the channel.
Multipacks and 2L bottles are ideal for sharing occasions, while 500ml bottles and 330ml cans will suit shoppers who are seeking refreshment while on-the-go. With a vibrant pink liquid and a cheeky name, new Berry Peachy is set to be a hit with shoppers this summer, helping retailers grow their soft drink sales throughout the season and beyond.
Phil Sanders, out-of-home commercial director at Britvic, comments: “We know that convenience shoppers are constantly looking for something new to try, particularly in the fruit carbs category. This is exactly why we have developed the Tango Editions range – to disrupt consumers through the introduction of a rotational flavour series which combines bold tastes, bold liquids and bold pack designs.
“Introducing no sugar products without compromising on taste is exactly what shoppers have come to expect, with nine out of 10 saying that flavour and taste are important considerations when choosing a soft drink, and seven out of 10 saying that sugar content or lack thereof is important[1]. Sugar free carbonates are the most sought out option (54%) when it comes to on-the-go soft drinks[2], so the single 330ml cans and 500ml bottles will be ideal options for driving this occasion.”
Tango as a total brand is worth over £52m RSV after growing 13.1% vs last year, and its sugar free flavours represent a third of the Tango brand.[3] Berry Peachy is set to follow the success of Dark Berry, which has added £8m to the category already since its launch in March 2021[4], and 38.1% of convenience retailers claiming to always making sure this product is on their shelves[5].
Tango Editions Berry Peachy Sugar Free will be available from the end of February and will be supported through digital and social communications, and in-store activation across retailers in out-of-home, convenience and wholesale.
[1] Independent research commissioned by Britvic, Shopper attitudes to on-the-go shopping in convenience, 2,000 shoppers surveyed, July 2021
[2] Independent research commissioned by Britvic, Shopper attitudes to on-the-go shopping in convenience, 2,000 shoppers surveyed, July 2021
[3] NielsenIQ RMS, Total Coverage, Value Sales, Britvic Defined, MAT to 22.01.22
[4] NielsenIQ RMS, Total Coverage, Value Sales, Britvic Defined, MAT to 22.01.22
[5] Newtrade Insight, Identifying Soft Drinks Opportunities, November 2021 (Survey of 150 convenience retailers commissioned by Britvic)
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