WKD, the UK’s no.1 RTD1, is to build on its recent programme of highly successful NPD launches with the introduction of a Lemon variant.
Available from July, new WKD Lemon is the latest addition to SHS Drinks’ market-leading RTD range. WKD Lemon will be available in 700ml glass bottles, in both standard and price-marked pack (PMP) formats.
The new Lemon PMP variant will join other WKD 700ml PMP flavours – Blue, Dark Fruit, Pink, Iron Brew – in offering excellent value to consumers at only £2.99 (RRP).
With eye-catching label graphics, and the same 4.0% ABV as the brand’s existing flavours, WKD Lemon will add an all-new citrus angle to the range. The new variant is being launched with a selection of trade deals to incentivise distribution, prominent off-shelf display, POS kits, and a huge social media campaign. WKD Lemon will also benefit from a brand-wide 2020 programme of support activity.
The new flavour is the fourth high-profile addition to the UK’s leading RTD range in two years, following the hugely successful launches of WKD Mango Crush (May 2018), WKD Pink (July 2019) and WKD Dark Fruit (January 2020).
WKD has a proven track record in innovation. The zesty new variant will build on a period which has seen brand volumes in the convenience sector increase 150% in the quarter to mid-June2, with WKD being the biggest contributor to the overall growth of RTDs in impulse, adding £10.5m to the category in a year3; and grocery volumes have increased by 84% in the quarter to June4, adding £6.1m to the category5. Despite only being launched last July, WKD Pink was the total RTD category’s most successful NPD of 20196, and now accounts for £5.1m of sales in the take home market alone7.
“WKD Lemon will bring an exciting citrus dimension to the range,” says Nick White, head of marketing at SHS Drinks. “Lemon is a classic, ever-popular drink flavour and expanding our offering will further increase WKD’s appeal to its core 18 to 24-year-old target market.
“WKD is on an incredible volume trajectory currently and new Lemon will add yet further zip and momentum; this fresh new flavour will help ensure that WKD continues to generate strong sales growth for stockists,” concludes White.