New variants introduced to capitalise on trend for flavours
THE firm behind the VK brand claims to be “steering the RTD category into the 21st century” with the launch of several new mixed fruit flavours.
Five new combinations have been added to the range: Apple and Mango, Orange and Passion Fruit, Strawberry and Lime, Tropical Fruits, and Black Cherry.
Five new blended fruit flavours have been introduced to the VK range.
VK’s most popular variant, VK Blue, is to remain unchanged but the VK Ice variant has been re-branded as VK Ice Storm and is now infused with edible glitter.
Packaging across the entire range has been revamped in a move Global Brands said aims to give the brand a more premium look.
“Packaged in our completely rebranded, distinctive bottles, the new VK provides an exclusive and premium choice,” said Simon Green, marketing director at Global Brands.
“RTDs are declining, having lost relevance to consumers, but remain important as they hold a world of untapped possibility.
“Simple extensions of obvious colours and flavours are no longer enough, as other categories like soft drinks and flavoured ciders have shifted the goalposts, embracing premium taste trends.
“Complex fruit flavours continue to be at the heart of consumer interest, and RTDs are ideally placed to take a bite of this,” he said.
Soft drinks and flavoured ciders have shifted the goalposts.
The revamp follows the introduction of the 500ml VK Big Blue variant to the Scottish on and off-trades earlier this year.