SHS Drinks has announced the launch of ready-to-drink (RTD) WKD Original Blue in a new freeze pouch pack format.
Launching next month in all take-home sectors, the 250ml pouches aim “to bring a new element of fun and excitement to the at-home consumption experience”. SHS Drinks claimed that their release could enable retailers to benefit from the summer uplift in sales, with the newly popular format “revolutionising the RTD category”.
The freeze pouches are supplied in shelf-ready display outers of nine pouches, and will first be introduced into outlets of Morrisons, Nisa, Spar and Booker.
SHS Drinks marketing director for alcohol Debs Carter said: “Freeze pouches are currently taking the RTD market by storm. They are easily portable fun packs and have novelty appeal amongst 18 to 24-year old consumers who are excited by the latest new trends.
“Sales of freeze pouches have more than trebled from £5 million to £16 million over the course of the past year, accounting for almost half of the £11.4 million increase in total take home RTD sales, and they really do come into their own during the summer months. Last year, rates of sale of freeze pouches were one and a half times higher during this key trading period than at other times of the year.”
“Making WKD Original Blue available in the new freeze pouches is a natural extension to the choice of pack formats,” Carter added, “which will add even further to the appeal and popularity of our flagship WKD Blue variant.”
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