Soft drinks giant Britvic has launched a limited edition variant of its J2O soft drink exclusively to the on-trade.
Named ‘Flamingo Fling’, the new variant is intended to “add some colour” to operators’ soft drinks sales this summer, according to the firm.
Available until September, the new variant is described as a mix of grapes and lychee.
The 275ml, single-serve bottle is designed to be eye-catching and Britvic said it hopes the limited edition variant will attract new customers into the adult soft drinks category.
“We’re really excited to launch J2O Flamingo Fling after a lot of planning to ensure we deliver the right flavour innovation and a captivating tropical experience for consumers,” said Kevin McNair, GB marketing director at Britvic Soft Drinks.
“We’re confident that our new J2O Flamingo Fling will create excitement within the leisure channel thanks to its eye-catching design that will attract drinkers looking to try something new.”
The limited edition variant will be backed by a heavyweight marketing campaign that will include an on-pack promotion encouraging consumers to enter a cocktail competition. The campaign launches in May and will run until August.