VK unveils new watermelon flavour following public demand


VK Watermelon

Global Brands has unveiled a Watermelon variant for its ready-to-drink brand VK.

With a nationwide public search for a new flavour reaching over six million consumers across the summer, Watermelon is set to join the likes of Blue, Tropical Fruits and Orange & Passion Fruit, in the VK portfolio.

Over 33,000 flavour suggestions were submitted when the competition opened in June. The four most popular flavours then went head to head in a public vote in July, with relevant influencers each championing one of the final four.

With over 35,000 votes cast for the four flavours across social media and the VK official website, Watermelon received over 19,000 of the final votes.

Across November, Deltic nightclubs will be the first to serve the new Watermelon variant to customers. It will be released officially in February 2019.

Jen Draper, head of marketing at Global Brands, said: “Fans of VK have spoken in their thousands and they want Watermelon. Pink drinks are hot right now and our consumers seem to think so too, plus Watermelon is set to be a key flavour trend in 2019.

“However, it’s not just about the latest on-trend colour – the taste is so important for VK and our in-house flavour development team has been working tirelessly to ensure the Watermelon flavour tastes as good as it looks!

“We can’t wait for our consumers and customers to get their hands on the new flavour once it is officially available.”

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