Barr Soft Drinks has launched three new flavours under its leading Caribbean soft drink brand KA.
Available from February, the three new sparkling KA flavours - Tropical Krush, Strawberry Soda and Citrus Punch - will be supported by a huge year-long brand investment, which sees the brand partnering up with urban music website, GRM Daily.
The partnership will include an online advertising campaign and is set to reach nearly 7 million consumers.
“KA is already known for its powerful and bold flavours and has a strong base of loyal shoppers thanks to this,” commented Adrian Troy, marketing director at Barr Soft Drinks.
“This NPD has been created with the same passion for vibrant flavours and are free from artificial sweeteners, which will help retailers to really drive the brand in store and tap into incremental sales within full sugar carbonates, which is currently worth £7.7 million in convenience.”
The KA carbonates range is now worth over £15m, as per AG Barr sales data, and shows impressive growth YoY. Currently, 83 per cent of KA’s sales are driven through the independent and symbol stores and the brand attracted more than 135,000 new shoppers in 2020[i].
All three flavours are made with full sugar and no artificial sweeteners and performed well in consumer research, particularly amongst existing KA consumers, the brand said.
The products are launching in a PMP format and Barr has a range of impactful brand POS that retailers can use to signpost the NPD.
Barr recommended retailers to merchandise the new KA full sugar flavours next to the KA core sparkling range in the chiller to drive incremental sales.
[i] IRI Marketplace MAT 29.11.20