Britvic Soft Drinks is launching Tango Orange Sugar Free, which will hit shelves later this month.
The sugar-free variant of Tango Orange taps into current consumer trends for lower sugar alternatives, without compromising on taste, and will benefit from the brand’s multi-million pound marketing spend this year.
The new product’s packaging creates a contrast to the rest of the Tango portfolio’s black background, boasting a silver design to pique consumer interest and trial through disruption on shelf.
Carbonates remains the number one soft drink sector and is currently being driven by increasing consumer demand for lower sugar options, reflected by the 6.2% value growth of Sugar Free Fruit Carbonates in the last year.
Kevin McNair, GB Marketing Director for Britvic, commented: “With orange being the most popular flavour choice in fruit carbonates, Tango Orange Sugar Free combines consumer taste preferences with a sugar free variant which will further strengthen our Carbonates position.
“We envisage that Tango Orange Sugar Free will bring category growth by driving penetration amongst different shopper groups, attracting new shoppers to the category.”
To maximise sales, Britvic advises retailers to create a ‘sugar free zone’ at the fixture, merchandising by format and placing Tango Orange Sugar Free adjacent to 7Up Free, with faces matched to Tango Orange.
Tango Orange Sugar Free will be available in two-litre PET (rrp £1.99), 6x 330ml can multipacks (rrp £3.19), 600ml PET & PMP format (rrp 99p) and single can (rrp 59p) formats.
