Tango, one of the fastest growing brands within the fruit carbonates segment[1], is introducing Dark Berry to its popular sugar free range this March. The addition of Tango Dark Berry brings a mouth-watering taste of sweet, tangy raspberries and rich blackberries, ensuring shoppers don’t have to compromise on taste when choosing a healthier option. Sugar free choices are of particular importance in the fruit carbonates segment, having grown +18% in the last two years[2].

Over the last year, the pandemic has accelerated health trends, with the value of low-calorie drinks up +7.7% within in total soft drinks[3]. Sugar is a key consideration for shoppers, with 33% trying to reduce it in their diet[4] by purchasing sugar free soft drinks[5]. The move follows the successful re-launch of the Tango Sugar Free range in 2019, which is now worth £15.4m RSV[6], and bought by 2.5m shoppers[7].

Ben Parker, at home commercial director at Britvic, comments: “The key to a successful range is offering variety and choice to shoppers, and so far, our Tango Sugar Free range has been hugely successful – now worth over £15m[8]. It is already available in Orange, and Strawberry & Watermelon flavours, so we were keen to introduce something tangy and sweet to the range.

“We are launching Dark Berry in a variety of formats to suit all drinking occasions, in particular looking at the current trends as a result of the pandemic. People are enjoying more soft drinks at home while restrictions are in place. The two multipack formats (6 and 8 x 330ml cans) and 2L bottles, tap into this trend, and will allow stores to unlock additional sales opportunities.”

The Dark Berry launch will be supported with a digital and in store activation to drive trial and awareness. From May the brand will also feature on TV, BVOD and Digital, featuring the return of the Tanguru.

The new flavour will be available across all formats; 500ml bottle, 330ml can, 2L bottle and multipacks.

[1] Nielsen Total Coverage Tango RSV, Abs Value Growth YOY 52w/e 23.01.21

[2] Nielsen Grocery and Impulse, Value sales % chg MAT vs 2YA to w.e 23.01.21

[3] IRI, Symbols & Independents, Value % Growth Total Soft Drinks vs YA, 52 w.e. 24.01.21

[4] IGD ShopperVista Health, Nutrition and Ethics Monthly Shopper Update, March 2020

[5] Lumina Healthier Eating Report 2019

[6] Nielsen Total Coverage RSV £ L52wks 23.01.21

[7] Kantar Worldpanel Online, Take Home, Total Coverage L52wks 24th Jan 21

[8] Nielsen Total Coverage RSV L52wks 23.01.21

Comments are closed.

Agreement

To use this website, you must be aged 18 years or over
I AGREE
* by clicking above, I agree that I am over 18 years of age