7UP is refreshing the sugar-free fruit flavoured carbonates category with the launch of Mojito flavour.
The new variant, available now in 600ml PET and 99p PMP formats, is aimed at grown-up taste buds and will tap into the growing consumer interest in cocktail flavours by combining the popular minty flavour of the classic mojito cocktail with the citrus zest of 7UP. Launched in France in 2014, the NPD has already proven popular with consumers and accounts for 15% of 7UP sales in the country.
Britvic Soft Drinks GB marketing director Kevin McNair said: “The consumer demand for lower sugar options is clear, with sugar-free products now accounting for 43% of all carbonates sales, Nielsen. We understand that sugar is a key factor in shoppers’ purchasing decisions so 7UP Free Mojito is the perfect option for health conscious consumers who are looking for something a little bit different. The 7Up brand has been a key driver of sugar-free growth in carbonates and we envisage that this variant will further strengthen this by attracting new shoppers into the segment.”
In order to maximise sales, retailers are advised to create a ‘sugar-free zone’ at the fixture, merchandising by format and placing 7UP Free Mojito adjacent to 7UP Free.
The launch of 7UP Free Mojito will be supported with a TTL campaign including TV, OOH, in-store POS and sampling. This support will take place throughout the summer to raise awareness of the new launch when the brand experiences its natural peak in demand during the warmest months of the year.