Levi Roots is launching a new format of its carbonated watermelon and guava-flavoured soft drink, as it seeks to enhance the success of its soft drink portfolio.
The Caribbean food brand is adding Jamaican Sunset to its four existing soft drink flavours – including coconut ‘n’ lime, coconut water ‘n’ lime, Caribbean crush and tropical punch – in a new price-marked 500ml size format following the introduction of a 2l bottle.
It is looking to improve its position within the impulse purchase market, following year-on-year growth of 22% for soft drinks in this category.
Levi Roots’ brand manager, Nina Uttley, said: “We’ve already established Jamaican Sunset in the grocery channel and know that the flavour is loved by consumers so we’ve developed a 500ml PMP format to help convenience retailers offer a new exotic drink from a brand in demand.”
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