The brand is introducing Sparkling Kream Soda and Still Strawberry to the range, which is already experiencing impressive growth.
“KA has seen another record year, growing at 75% in 2011 and outperforming the soft drinks market*,” says Adrian Troy, Head of Marketing for A G Barr. “We added incremental retail sales of over £15 million through NPD** in 2011 alone, and we are sure that the two new variants will fly off the shelves.”
Kream Soda will create further demand for the KA Carbonates range, which grew 46% in 2011***. In trials with shoppers the variant saw exceptional success, with more than 75% saying they would buy the product.****
“Kream Soda scored even higher in consumer trials than KA Fruit Punch, our most successful variant which achieved sales of almost £5 million in its first year**,” says Troy. “We’re confident that it will attract new consumers to the fixture as well as providing a new, exciting taste for brand loyalists.”
Since launching in 2011, the KA Stills range has delivered over £7 million in sales.** The Still Strawberry variant also performed impressively in consumer trials, with more than 80% confirming they would buy the product.****
The launches will be supported by an outdoor media campaign as well as sampling to 200,000 consumers at key events and regions throughout the summer.
“These two additions to the range will drive consumers to the fixture and boost demand to the maximum,” says Troy. “Retailers should ensure they stock up to take advantage of an incremental profit opportunity.”
* Nielsen Scantrack, Value Sales, Soft Drinks, MAT to 24/12/11, Total Impulse
** Estimated Retail Value based on AG Barr Sales Data
*** NielsenScantrack, Value Sales/Growth, MAT to 24/12/11, Total Impulse
**** LVQ Research, Dec 2011
A G Barr