KA is bringing the taste of the Caribbean to the energy category with the launch of KA Reload, a new glucose-based energy drink.
Available in two flavours – Black Cherry and Mango – KA sees its move into the energy market as a great fit for the brand, with 90% of current KA consumers already purchasing energy drinks.
KA Reload is available from 1 July in outers of 12 x 500ml PET bottles, price-marked at 99p.
The launch will be supported with a digital campaign across Instagram, Snapchat and Spotify, targeting KA’s core urban drinkers.
Brand owner Barr Soft Drinks advised retailers to merchandise both variants in the ‘On The Go’ section of their chiller next to other glucose-based energy drinks to bring their fixture to life and drive incremental sales.
“Energy is a hugely important category for convenience retailers, delivering the highest profit per litre, with almost one in two soft drinks now purchased being an energy drink,” said Adrian Troy, Marketing Director at Barr Soft Drinks.
“The urban lifestyle of the KA consumer is fast-paced and KA is their brand of choice to deliver a unique Caribbean flavour. Now we are building on the growing trend of flavoured energy, to bring the bold Caribbean flavour that these consumers love to the energy market.”