VK drinkers demand Watermelon variant

VK Watermelon

Global Brands has unveiled Watermelon as the winner of a nationwide public search to find a new flavour for its VK RTD.

More than 33,000 flavours were suggested when the competition opened in June, with the four most popular put forward to a public vote. Watermelon saw off the likes of Violet and Wild Fruits, garnering over 19,000 of the 35,000 votes cast across social media and the VK website.

The new Watermelon flavour is set to be released in February 2019.

Jen Draper, Head of Marketing at Global Brands, said: “Fans of VK have spoken in their thousands and they want Watermelon. Pink drinks are hot right now and our consumers seem to think so too, plus Watermelon is set to be a key flavour trend in 2019.

“However, it’s not just about the on-trend colour – the taste is so important for VK, and our in-house flavour development team has been working tirelessly to ensure the Watermelon flavour tastes as good as it looks! We can’t wait for consumers to get their hands on the new flavour once it is officially available.”

The current VK range includes seven variants: Blue, Ice, Strawberry & Lime, Orange & Passion Fruit, Black Cherry, Tropical Fruits and Apple & Mango.