VK range is rebranded by Global

By Robyn Black

- Last updated on GMT

The new-look VK range consists of five new flavours
The new-look VK range consists of five new flavours
Global Brands has rebranded its VK range, ditching traditional RTD flavours and replacing them with mixed fruit variants.

The new-look selection consists of five new flavours: Apple & Mango; Orange & Passionfruit; Strawberry & Lime; Tropical Fruits; and Black Cherry, alongside two rebranded versions of the most popular of the old range.

The two returning flavours are Blue and Ice — the latter will be called Ice Storm and has been infused with edible glitter.

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

“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 category is still worth £420m and represents £10,800 to the average bar, according to CGA Strategy figures (MAT 2012).

Related topics: Ready to Drink

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