The new and improved flavour will be available in standard and PMP cans replacing Mandarin Orange in the Carabao range
Thai energy drink brand Carabao has announced plans to give its much-loved Mandarin Orange flavour a revamp and replace it with an even better product, Carabao Orange Blast. This latest offering from the brand has an improved taste as well as a new can design that is befitting of this new delicious, zesty, low-calorie drink. The product is set to appear in stores from December 2021, with standard and PMP cans available for retailers to stock.
Consumer research conducted by YouGov found that energy drink drinkers were 50% more likely to buy a product called Orange Blast versus the previous Mandarin Orange product, so Carabao has also taken the opportunity to rename the flavour.
The announcement comes as Carabao continues to grow and is the only value Drink Now brand (with an average unit price under £1.00) from the Top 5 in the category delivering both unit and value growth.[1] In the last quarter, unit sales for the brand have grown by 64% and value sales by 61%[2], making Carabao the fastest growing Top 20 Energy brand in the UK (excluding new launches).
Speaking on the relaunch, David Butcher, Managing Director of Carabao UK&I said: “When Mandarin Orange launched in 2018 it quickly became one of Carabao’s firm favourites among consumers. Now, we’re excited to replace it with even tastier orange drink that we know energy drink consumers will love.”
“It’s been an exciting year for the brand as Carabao has continued to go from strength to strength in 2021, becoming one of the UK’s fastest growing energy drinks. Not only that but we’ve enhanced our commitment to football sponsorship by extending partnerships all over the UK. Now, with our new and improved Orange Blast flavour, we cannot wait to keep building our brand in 2022.”
The launch of Carabao Orange Blast will be supported by a Facebook advertising campaign and a series of activations targeting football fans linked to the brand’s sponsorship of the Carabao Cup as well as Hibernian FC and Hearts FC.
Carabao is not like other energy drinks, at just 63 calories per can and lower sugar levels than major competitors, the range is the perfect option for consumers looking to make healthier choices. With the core range of fruit flavoured cans (330ml), including Orange Blast, available in ‘only 69p’ PMP cans, Carabao has one of the best value branded offerings within the Energy Drinks category.
Carabao’s range of fruity flavoured energy drinks are available to purchase at local retailers including, Morrisons, Sainsburys, McColl’s, KeyStores, Day Today, Savers, Nisa, Costcutter, BP and SPAR stores.
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