Britvic Soft Drinks has launched a sugar-free variant of Tango orange, which will be available in a variety of formats from this month.
The product development “taps into current consumer trends for lower sugar alternatives, without compromising on taste,” the soft drinks producer said. It will be available in 2 litre PET bottles, six-count 330ml can multipacks, 600ml PET and price-marked packs and single cans with recommended retail prices ranging from £0.59 to £3.19.
Its packaging features a silver design intended “to pique consumer interest and trial through disruption on shelf”, contrasting the black background of the rest of Tango’s portfolio.
The launch will be supported by a “multi-million [pound] marketing spend this year” and retailers are being encouraged to create a sugar-free zone at fixture, merchandising by format and offering Tango orange sugar-free alongside existing sugar-free options.
Britvic GB marketing director Kevin McNair said: “Carbonates remains the number one soft drink sector and is currently being driven by increasing consumer demand for lower sugar options, reflected by the 6.2% value growth of sugar-free fruit carbonates in the last year.
“With orange being the most popular flavour choice in fruit carbonates, Tango orange sugar-free combines consumer taste preferences with a sugar-free variant which will further strengthen our carbonates position.
“We envisage that Tango orange sugar-free will bring category growth by driving penetration amongst different shopper groups, attracting new shoppers to the category.”
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