Thai energy drink brand Carabao has revamped its Mandarin Orange flavour and rebranded it Carabao Orange Blast. The product has an improved taste as well as a new can design. The product is available in standard and ‘only 69p’ PMP cans.
Research conducted by YouGov found that energy drink consumers were 50% more likely to buy a product called Orange Blast versus the previous Mandarin Orange product.
The announcement comes as Carabao continues to grow and claims to be the only value Drink Now brand (with an average unit price under £1) from the Top Five in the category delivering both unit and value growth (Nielsen Answers – Total Coverage, Drink Now by Brand – WE 25.09.21). In the last quarter, unit sales for the brand have grown by 64% and value sales by 61% (ibid), making Carabao the fastest growing Top 20 Energy brand in the UK (excluding new launches), claims the brand.
David Butcher, managing director of Carabao UK&I said: “When Mandarin Orange launched in 2018 it quickly became one of Carabao’s firm favourites among consumers. Now, we’re excited to replace it with even tastier orange drink that we know energy drink consumers will love.
“It’s been an exciting year for the brand as Carabao has continued to go from strength to strength in 2021, becoming one of the UK’s fastest growing energy drinks. Not only that but we’ve enhanced our commitment to football sponsorship by extending partnerships all over the UK. Now, with our new and improved Orange Blast flavour, we cannot wait to keep building our brand in 2022.”
The launch of Carabao Orange Blast will be supported by a Facebook advertising campaign and a series of activations targeting football fans linked to the brand’s sponsorship of the Carabao Cup as well as Hibernian FC and Hearts FC.
At just 63 calories per can and with lower sugar levels than major competitors, Carabao claims that its energy drink range is a good option for consumers looking to make healthier choices.
Carabao’s range of fruity flavoured energy drinks are available to purchase at local retailers including McColl’s, KeyStores, Day Today, Nisa, Costcutter, BP and SPAR stores.