The addition of the orange pineapple flavor comes as powdered drink mixes have faded in popularity, hurt by the growth of ready-to-drink options and liquid flavour enhancers. But Kraft is convinced there is demand for another Tang flavour given its loyal fan base over the years despite a lack of marketing support.
“There’s such a following behind it, but it’s niche,” said Adam Butler, Kraft’s director of powdered beverages. In particular, he said the drink is popular with Hispanics and Asians.
While other flavours, such as grape, have been distributed regionally and flavours from overseas are sometimes seen in the States, Kraft says the orange pineapple mix that’s hitting shelves now is the first flavour extension beyond the original orange flavour to be sold nationally.
Mondelez retains the rights to the brand outside the United States and Canada.
Source: 4-traders/AP
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