“VK is single-handedly steering the RTD category into the 21st century with a new range of premium flavours,” said global brands marketing director, Simon Green. “RTDs are declining, having lost relevance to consumers, but remain important as they hold a world of untapped possibility. The category is still worth £200m to the off-trade, so RTDs are more than worth an investment in innovation.
“Simple extensions of obvious colours and flavours are no longer enough, as other categories like soft drinks and flavoured ciders have shifted the goalposts, embracing premium taste trends. Complex fruit flavours continue to be at the heart of consumer interest, and RTDs are ideally placed to take a bite of this.
“Our entire rebrand of the range encompasses the launch of five new innovative fruit flavours, unique in the RTD category: Apple and Mango, Orange and Passion Fruit, Strawberry and Lime, Tropical Fruits and Black Cherry. In a taste test of consumers aged 18-24, a huge 94% preferred the new flavours.
“It’s not solely about the fruit, however. Our most popular flavour, Blue, will remain the same, while Ice becomes Ice Storm, infused with edible glitter to push the premium, glitter trend into the RTD category, offering the off-trade a unique selling point to particularly boost festive sales.
“Packaged in our completely rebranded, distinctive bottles, the new VK provides an exclusive and premium choice.”
© FoodBev Media Ltd 2024