VK, the No.1 RTD for students eight years running, is launching a new zero-sugar range to the UK off-trade.
VK & SODA delivers on demand for zero sugar and lower calorie drinks, while retaining the flavourful and tasty essence of the original VK range, which includes VK Blue, VK Strawberry & Lime, VK Orange & Passion Fruit, VK Tropical Fruits, VK Apple & Mango, VK Watermelon, VK Black Cherry, and VK Raspberry & Peach.
VK & SODA is a light and bubbly drink with two fruity flavours available – VK & SODA Berries, and VK & SODA Lime. The varieties are based on two of the UK’s favourite drinks – “blue”, the UK’s best-selling RTD flavour in alcopops, and vodka, lime, and soda. Each VK & SODA 330ml can contains 69 calories, fewer than the iconic VK range, and zero sugar.
VK & SODA Berries is a mouth-watering mix of lush berry flavours on top of crisp vodka, that captures the classic taste of the iconic VK Blue, with zero sugar, 69 calories and lots of party vibes.
VK & SODA Lime is the new and improved glow up of a night-out staple – the vodka, lime, and soda. A light and bubbly party starter, the VK & SODA Lime packs heaps of refreshing zesty lime flavour on top of crisp vodka.
The launch comes as CGA data reveals 84 per cent of Gen Z consumers are looking for healthier options on menus when drinking out, (CGA Food Insights 2021) and 78% of 18 – 35 year-old UK consumers are concerned about the amount of calories in the alcohol they drink (Reach 3 Insights 2022).
The launch to the off-trade follows trial of 275ml glass and PET bottles across on-trade venues, including NUS, and an insertion in Tesco VK Mixed Packs that received overwhelmingly positive feedback being described as fresh, refreshing, and scoring exceptionally on flavour.
The launch of VK & SODA is set to engage with RTD consumers, as well as attracting a rapidly expanding segment of consumers to the category that opt for beverages with fewer calories than typical RTDs and zero sugar.
Convenience can stock VK & SODA via leading wholesalers including UWG.
“VK & SODA is the pre-mixed drink delivering full flavour and a zesty, crisp taste, with 69 calories in the new 330ml format and zero sugar. Consumers can have the party vibes and fruitiness that come with a VK, with fewer calories than our iconic, No.1 drink for students,” said Charlie Leaver, Head of Brand at Global Brands.
“We’re absolutely thrilled to release this true innovation for the category – a product enticing the rapidly growing segment of health-conscious consumers, with the full flavour and taste that VK delivers.
“Following brilliant feedback from VK fans in trials across NUS venues and nightclubs, and a successful entry into the off-trade through insertion in Tesco Mixed Packs, we’re thrilled to bring VK & SODA to the masses in a convenient canned format.
“At 3.4 per cent it appeals to consumers looking for moderation and healthier drinks – the perfect product for Gen Z consumers looking for zero sugar and lower calorie options, cross-selling existing customers and attracting a new segment to RTDs.”
Last year, VK rebranded the entire range, strengthening the identity and popularity of each flavour in the line-up. The brand also recently revealed the VK Flavour Vault – a way for subscribers to access limited-edition and new flavours ahead of their release, championing VK’s commitment to flavour.
Last month, VK revealed a limited-edition flavour, VK Kiwi & Pineapple, available in a 70cl format, via United Wholesale Grocers, United Wholesale Scotland, and JW Filshill.