Tango, which Britvic claims is one of the fastest growing brands within the fruit carbonates segment (Nielsen Total Coverage Tango RSV, Abs Value Growth YOY 52w/e 23.01.21), is introducing Dark Berry to its sugar free range. Featuring raspberry and blackberry flavours, the new product is available in six can multipacks (rrp £3.49), 2L bottles (rrp £2.59), a 500ml bottle (standard rrp £1.45/ £1 PMP) and a 330ml single can (rrp 67p).
The launch will be supported with a digital and in store activation to drive trial and awareness. From May the brand will also feature on TV, BVOD and Digital, featuring the return of the Tanguru.
Sugar free choices are of particular importance in the fruit carbonates segment, having grown +18% in the last two years (Nielsen Grocery and Impulse, Value sales % chg MAT vs 2YA to w.e 23.01.21), states Britvic.
Over the last year, the firm claims that the pandemic has accelerated health trends, with the value of low-calorie drinks up +7.7% within total soft drinks (IRI, Symbols & Independents, Value % Growth Total Soft Drinks vs YA, 52 w.e. 24.01.21).
Sugar is a key consideration for shoppers, with 33% trying to reduce it in their diet (IGD ShopperVista Health, Nutrition and Ethics Monthly Shopper Update, March 2020) by purchasing sugar free soft drinks (Lumina Healthier Eating Report 2019), adds Britvic.
The move follows the successful re-launch of the range in 2019, which is now worth £15.4m RSV (Nielsen Total Coverage RSV £ L52wks 23.01.21), and bought by 2.5m shoppers (Kantar Worldpanel Online, Take Home, Total Coverage L52wks 24th Jan 21).
Phil Sanders, out of home commercial director at Britvic, said: “Tango Sugar Free Dark Berry is launching in a range of formats, offering convenience stores a number of options to meet new consumer demands.
“We have seen tremendous growth in no-sugar soft drinks, demonstrated by the strong performance of our existing Tango Sugar Free range – now worth over £15m (Nielsen Total Coverage RSV L52wks 23.01.21). To continue offering our customers choice, we wanted to bring something new and exciting to the range, with the launch of the Dark Berry flavour.”
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