Tango shares Thirst Trap – a fruity and tempting limited edition flavour

This February, Tango is launching its latest limited-edition flavour, Tango Editions Thirst Trap. The new, zero sugar flavour blends juicy peach, sharp orange and tropical pineapple flavour for a full-on hit of tangy refreshment. Thirst Trap features playful packaging and a name rooted in internet culture – showcasing Tango’s mischievous personality, fostering curiosity and sparking conversation for retailers and consumers.

Building on the phenomenal success of the brand’s previous limited-edition launches, which have regularly ranked as the leading new product development for fruit-flavoured carbonates in their launch years^[1], this new flavour offers retailers a fantastic opportunity to capitalise on Tango’s momentum. Tango is an iconic brand with a market value of £113m retail sales value in the off trade^[2]. The brand continues to lead the category with flavour innovations that have generated more value sales than any other flavoured carbonate brand’s new product launches over the past three years^[3].

Tango’s rotational flavour series, Tango Editions, introduces bold flavours and distinctive packaging to engage shoppers looking for something different. ‘Thirst trap’, a term that originated on social media, refers to a photo, video, or post designed to attract attention, and this launch seeks to do the same. Hitting shelves and chillers this February, Thirst Trap is the latest addition to the brand’s 12-month rotational flavour strategy. With its distinctive packaging, designed to appeal to Gen-Z, this launch is set to create buzz among fruit-flavoured carbonate fans and appeal to a new wave of shoppers.

The launch of the new flavour follows the unveiling of a new identity across Tango’s entire core range and rotational flavour series. The refreshed design includes enhanced on-pack fruit flavour cues, delivered through bold iconography and vibrant visuals, helping retailers to retain and recruit shoppers and drive stronger appeal, particularly among Gen-Z consumers.

David Laidler, Brand Director – Carbonates, Carlsberg Britvic said: “Tango has always been famous for its bold personality and new Tango Zero’d Thirst Trap takes that spirit to a whole new level. Building on the incredible momentum of our rotational flavour series, which continues to drive excitement and strong sales, this launch marks our first major innovation since unveiling our new identity. With its disruptive flavour profile, striking visual design and a name routed in social media sparking immediate curiosity, Thirst Trap delivers undeniable intrigue. We’re giving retailers a powerful proposition to boost impulse purchases and keep Tango top-of-mind for shoppers who want something fresh, fun and undeniably bold.”

Tango Zero’d Thirst Trap, alongside the updated packaging across the range, will be available from early February across the grocery, convenience and wholesale channels. Tango Zero’d Thirst Trap will be launching in a variety of formats, including: 330ml single can (RRP: £0.95), 500ml plain bottle (RRP: £2.29), 500ml price-marked bottle (RRP: £1.30), 2ltr bottle (RRP: £3.35), multipack 8x330ml can (RRP: £5.29) and multipack 24x330ml can (RRP: £13.19). The launch will be supported by a marketing campaign spanning social media, PR and in store activation.