WKD Original Blue is being launched in a freeze pouch pack format, taking advantage of a growing trend in convenience.
The new variant rolls out this month to all take home sectors in 250ml freeze pouches, a move which SHS Drinks hopes will enable retailers to make the most of the significant summer sales uplifts generated by this increasingly popular pack format.
Supplied in shelf-ready display outers of 9 x 250ml packs, the freeze pouches have an rrp of £2.50 and the launch is being supported by via social media activity. Nisa, Spar and Booker will be among the first to stock the new line.
Debs Carter, Marketing Director for Alcohol at SHS Drinks, said: “Sales of freeze pouches have more than trebled from £5m to £16m over the course of the past year, accounting for almost half of the £11.4m increase in total take home RTD sales, and they really do come into their own during the summer months.”