RTD brand VK rebrands with new fruit flavours

VK newGlobal Brands has rebranded its ready-to-drink (RTD) brand VK, including the launch of five new fruit flavours.

Describing the rebranding as “revolutionary”, it is introducing the new packaging and flavours to stay ahead of the “declining” RTD category and match trends in soft drinks and flavoured ciders.

The new flavours are Apple and Mango, Orange and Passion Fruit, Strawberry and Lime, Tropical Fruits and Black Cherry. VK Blue remains the same but VK Ice is being relaunched as Ice Storm, now infused with edible glitter.

Global Brands marking director Simon Green said: “VK is single-handedly steering the RTD category into the 21st century with a new range of premium flavours.

“RTDs are declining, having lost relevance to consumers, but remain important as they hold a world of untapped possibility.

“The category is still worth £420million, representing £10,800 to the average bar, so RTDs are more than worth an investment in innovation.

“Simple extensions of obvious colours and flavours are no longer enough, as other categories like soft drinks and flavoured ciders have shifted the goalposts, embracing premium taste trends.

“Complex fruit flavours continue to be at the heart of consumer interest, and RTDs are ideally placed to take a bite of this.”

In a taste test of consumers aged 18 to 24, 94% preferred the new flavours which will be hitting the trade this month.

“Packaged in our completely rebranded, distinctive bottles, the new VK provides an exclusive and premium choice. VK is the first and only traditional RTD to create a premium 21st-century experience for 21st-century consumers.

“As the number-one student and fastest-growing RTD, there wouldn’t be a better brand to lead the multi-dimensional flavour revolution.”

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