Britvic is launching Tango Editions, a sugar-free, rotational flavour series that aims to drive excitement for retailers and shoppers alike through a combination of “bold flavours, bold liquids and bold pack designs”.
The first edition – Berry Peachy – is a peach and raspberry-flavoured drink available in a variety of formats including multipacks and 2-litre bottles for sharing occasions, alongside 500ml bottles and 330ml cans for on-the-go refreshment.
The launch will be supported through digital and social communications, and in-store activation across retailers in out-of-home, convenience and wholesale.
Phil Sanders, out-of-home Commercial Director at Britvic, said: “We know that convenience shoppers are constantly looking for something new to try, particularly in the fruit carbs category. This is exactly why we have developed the Tango Editions range – to disrupt consumers through the introduction of a rotational flavour series which combines bold tastes, bold liquids and bold pack designs.
“Introducing no sugar products without compromising on taste is exactly what shoppers have come to expect, with nine out of 10 saying that flavour and taste are important considerations when choosing a soft drink, and seven out of 10 saying that sugar content or lack thereof is important. Sugar free carbonates are the most sought out option (54%) when it comes to on-the-go soft drinks, so the single 330ml cans and 500ml bottles will be ideal options for driving this occasion.”