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UK: Single fruit flavours for FABs blasted into the past

The pre-mixed vodka brand hopes its re-brand will steer the RTD category into the 21st century with its new range of premium flavours.

Global Brands marketing director, Simon Green, said: “RTDs are declining, having lost relevance to consumers, but remain important as they hold a world of untapped possibility.

“The category is still worth £200-million to the off-trade, so RTDs are more than worth an investment in innovation.

“Simple extensions of obvious colours and flavours are no longer enough, as other categories like soft drinks and flavoured ciders have shifted the goalposts, embracing premium taste trends.

“Complex fruit flavours continue to be at the heart of consumer interest, and RTDs are ideally placed to take a bite of this.”

The entire rebrand of the range encompasses the launch of five new innovative fruit flavours, unique in the RTD category: Apple and Mango, Orange and Passion Fruit, Strawberry and Lime, Tropical Fruits and Black Cherry.

In a taste test of consumers aged 18-24, an huge 94% preferred the new flavours.

Simon Green said: “It’s not solely about the fruit, however – our most popular flavour, Blue, will remain the same, whilst Ice becomes Ice Storm, infused with edible glitter to push the premium, glitter trend into the RTD category, offering the off-trade a unique selling point to particularly boost festive sales.

“Packaged in our completely rebranded, distinctive bottles, the new VK provides an exclusive and premium choice.

“VK is the first and only traditional RTD to create a premium 21st Century experience for 21st Century consumers.

“As the number one student and fastest growing RTD, there wouldn’t be a better brand to lead the multi-dimensional flavour revolution.”

Source: Food and Drink Innovation Network