- KA Blue Krush launched limited-edition summer flavour
- Adds to Caribbean drinks category
- Available in PMP for 12 weeks from next month
Caribbean flavoured drinkKA Blue Krush is adding extra excitement to the carnival period this summer with the launch of a new limited-edition flavour.
It will be available from July for 12 weeks, throughout a key sales peak for the brand.
“Limited editions excite and entice shoppers, and KA Blue Krush will take that to the next level,” said Annette Yates, Brand Director, KA. “We’ve created an incredible tasting, eye-catching product that we know soft drinks shoppers will pick up. Blue is a trending colour, tropical is a trending flavour – we’ve created an epic combination to disrupt the shopper journey and help retailers ‘Krush’ soft drinks sales this summer.”
KA has a proven track record of success with NPD. Sales of last summer’s Karnival Twist limited edition were 94 per cent incremental to KA, and 75 per cent incremental to the carbonates and Caribbean Drinks category. The brand continues to be a star performer in soft drinks, growing six per cent faster than the carbs market.
The launch of KA Blue Krush builds on that momentum as the brand continues to understand and connect with their heartland audience.
Annette added: “KA sits at the heart of youth culture and has a highly loyal following. In 2025 we will be bringing more consumers into the brand through investment in exciting social plans and partnerships with content creators, bringing the ‘Be the Noise’ campaign to life for a third successful year.”
500ml £1 PMP (case size 12) on shelf from July for 12 weeks and available from wholesalers.
