Echo Falls is taking Blue Raspberry into a new 275ml RTD format (rrp: £3.25).
Blue Raspberry Fruit Fusion was launched earlier this year, and more than two million 750ml bottles have sold into wholesale and convenience since launch, while the brand’s campaign has generated 9.7million views and reached 2.8million consumers.
The new format is the next step in growing that opportunity. While 750ml has established Blue Raspberry in the take-home fixture, 275ml aims to bring the flavour into more immediate, impulse-led missions, spanning festivals, events and social occasions, with a ready-to-enjoy format that can work across both the chiller and ice bucket.
Taran Dhillon, Echo Falls brand manager at Vinarchy, said: “One of the most encouraging things about Blue Raspberry has been that its success hasn’t been confined to one channel or one type of shopper mission. We’ve seen it perform through convenience and grocery, while the consumer response has shown us the flavour has a life well beyond the weekly shop.
“We already know people want Blue Raspberry; now we can put it into a format that changes where and how it can compete. It means we can take a proposition that has performed incredibly strongly in take-home and put it shoulder-to-shoulder with the RTDs and flavoured drinks already winning more immediate drinking occasions. The response has moved quickly, so it makes sense that we do too!”
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