AG Barr has added a limited edition blue tropical sparkling drink to its Caribbean-inspired KA range.
KA Blue Krush (£1 PMP, 500ml) will roll out from July for 12 weeks as it looks to add excitement to the carnival period this summer.
The brand said the combination of the popular blue colour and trending tropical flavour would disrupt the shopper journey and help retailers “krush soft drinks sales this summer”.
Last summer, the brand’s limited edition NPD Karnival Twist led to a 94% increase in incremental sales for KA, according to customer data.
It is also bringing back its ‘Be the Noise’ campaign for the third year and plans to invest in partnerships with content creators to “bring more consumers into the brand”, it said.
“Limited editions excite and entice shoppers, and KA Blue Krush will take that to the next level. We’ve created an incredible tasting, eye-catching product that we know soft drinks shoppers will pick up,” said Annette Yates, brand director at KA.
KA added that “fun, bold and disruptive” PoS would be available for wholesalers and retailers to drive sales.
It follows the brand’s recent move into the alcoholic ready-to-drink category with the launch of its ‘Ka Remix’ range.
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