Britvic is investing in its much loved Tango brand with the introduction of three new sugar free flavours, a packaging re-design and a £2.2m marketing investment which will see the brand back on TV for the first time in four years. Available in-store from this week, new flavours include Tropical, Strawberry & Watermelon and Orange sugar free – which is rolling out with an improved recipe. All three will be available in price-marked pack formats, exclusively for the convenience and wholesale channels.
The iconic brand is set to drive relevance among 16 – 24 year olds leveraging its distinctly British personality and irreverent humour that people have come to know and love. With the latest data showing that younger shoppers are the fastest growing age group buying low and no sugar fruit carbs[1], the more diverse flavours and modern pack design will help bring a new generation into the brand. Sugar free is growing at a volume of +8% year on year[2], presenting retailers with an opportunity to drive sales by expanding their range in this area.
Trystan Farnworth, Commercial Director, Convenience and Impulse at Britvic, comments: “As shopping habits change and consumers continue to look for healthier soft drink options, Tango is keeping sugar free options exciting by branching out into Tropical and Strawberry & Watermelon flavours. These will be the perfect summer refresher for people on the go, with the multi-buy price-marked cans and bottles helping retailers to increase basket spend. The bold new look and feel of the packaging will also provide great stand out on shelf, appealing to younger shoppers, while keeping the fun heritage of the brand which our loyal fan base knows and loves.”
The activity will be supported by the biggest spend the brand has seen in eight years, with a new TV ad this summer, sampling, digital and in-store activation. Each new sugar free flavour will be available in 59p or 2 for £1 price-marked 330ml cans, and £1 or 2 for £1.70 price-marked 500ml bottles. This is in addition to larger bottle formats.
[1] Penetration %, Yr on Yr % change, Total Fruit Carbs, Total, 52 w/e 15th July 2018
[2] Nielsen Scantrack, Total Coverage, Volume % Chg vs. YA, 52w/e 16.02.19, Sugar Free as defined by Soft Drinks Industry Levy
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