SHS Drinks has ventured into the frozen pouch sector with its WKD Original Blue brand.

The freeze pouch pack format is growing in popularity and is now reported to account for 7% of sales in the £242.6m take-home RTD category, according to SHS.

Debs Carter, SHS’s marketing director for alcohol said: “Freeze pouches are currently taking the RTD market by storm. They are easily portable fun packs and have novelty appeal amongst 18 to 24-year old consumers who are excited by the latest new trends. Sales of freeze pouches have more than trebled from £5m to £16m over the course of the past year. ”

The launch of the 250ml WKD pouches (rrp £2.50) coincides with the unveiling of a new pack design for the WKD portfolio, and it follows the recent launch of the new WKD Vegas Limited Edition variant.

It will be supported by social media activity, and the packs will be available in shelf-ready display outers of nine.