Echo Falls is doubling down on one of its biggest launches of the year, taking Blue Raspberry into a new 275ml RTD format as the brand looks to turn the flavour’s runaway success into an even bigger retail opportunity.
A first for Echo Falls, the 275ml format will roll out across ASDA, Morrisons, Co-op, as well as B&M and Savers, following a blockbuster start for Blue Raspberry 750ml. More than two million bottles have sold into wholesale and convenience since launch, while the brand’s campaign has generated 9.7million views and reached 2.8million consumers – giving the new RTD the advantage of arriving with both awareness and appetite already firmly established.
The new format is the next step in growing that opportunity. While 750ml has established Blue Raspberry in the take-home fixture, 275ml brings the flavour into more immediate, impulse-led missions, spanning festivals, events and social occasions, with a ready-to-enjoy format that can work across both the chiller and ice bucket. Its electric-blue liquid carries through the standout of the original, giving the smaller bottle the same instant recognition that has helped fuel Blue Raspberry’s success to date.
Blue Raspberry was developed as a deliberately different proposition for BWS, tapping into the flavour, colour and occasion-led choices increasingly shaping drinks discovery and borrowing from behaviour already evident across RTDs and flavoured spirits. Its performance since launch points to the scale of the opportunity when those more familiar, accessible cues are brought into a category that can still be difficult for younger adult shoppers to navigate.
Taran Dhillon, Echo Falls Brand Manager at Vinarchy, said: “One of the most encouraging things about Blue Raspberry has been that its success hasn’t been confined to one channel or one type of shopper mission. We’ve seen it perform through convenience and grocery, while the consumer response has shown us the flavour has a life well beyond the weekly shop.
“We already know people want Blue Raspberry; now we can put it into a format that changes where and how it can compete. It means we can take a proposition that has performed incredibly strongly in take-home and put it shoulder-to-shoulder with the RTDs and flavoured drinks already winning more immediate drinking occasions. The response has moved quickly, so it makes sense that we do too!”
Blue Raspberry is now available at ASDA, Morrisons, Co-op, B&M and Savers with an RRP of £3.25
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