Aapa targets ‘new space’ in soft drinks with nationwide launch

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Challenger brand Aapa has launched nationwide across Asda and WHSmith, entering the UK market with a proposition designed to bridge the gap between traditional soft drinks and functional beverages.

The brand is launching in four flavours: Lemon & Lime, Orange, Wild Berry and Tropical, and is positioning itself around great taste alongside a substantive nutritional ingredient stack.

Each 330ml can contains 7g of fibre, added zinc and calcium, antioxidants and real fruit juice, while being naturally sweetened and containing 49 calories. Aapa is available as a single 330ml can, alongside 4x330ml multipacks.

The brand has landed in WHSmith stores nationwide and began rolling out across Asda’s main estate stores from 19 August.

Mark Watkins, director at Aapa, said: “We created Aapa to help people feel better without asking them to compromise on taste. We wanted to make a soft drink that people genuinely want to drink, while also giving them something more from the ingredients in the can."

Aapa is targeting consumers looking for drinks that better fit their lifestyles without sacrificing the enjoyment associated with mainstream soft drinks. Rather than positioning itself squarely within either the traditional soft drinks or functional beverage categories, the challenger brand is seeking to establish a distinct space centred on everyday enjoyment and its ingredient credentials.