WKD shows its NKD side

By Nikkie Sutton

- Last updated on GMT

Lower calorie options: SHS Drinks reveals its further plans to captivate consumers
Lower calorie options: SHS Drinks reveals its further plans to captivate consumers

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SHS Drinks’ brand WKD has launched two, new lower calorie flavours to its portfolio in a further bid to attract a younger market.

The new Lemon & Lime and Blueberry & Elderflower variants use the name NKD but share the same 4% ABV and price as the WKD range. However, the new serves contain 100kCal less per 275ml bottle than their WKD counterparts.

The low-calorie options follow WKD’s 'radical reinvention'​ with a new pack design across the range earlier this year (August) aimed to attract the 18 to 24-year-old market.

Integral role

SHS Drinks marketing director Jo Sykes said the launch of NKD will play an “integral role” in the company’s attempt to reinvent ready-to-drink (RTD) products​ for the younger consumer.

She added: “NKD will reinforce WKD’s brand-leading position through attracting new consumers and broadening usage occasions.

“The lighter flavour of NKD makes it a great accompaniment to food that takes WKD into an entirely new and untapped consumption occasion for the brand.”

Image-conscious consumers

She added: “NKD’s added air of sophistication will have a strong appeal to today’s image-conscious 18 to 24-year-old consumers who are always looking to stay sharp by offering two lower calorie on-trend flavour options – 44% of consumers in this age group say they aim to ‘be healthier’ when socialising.

“Our aim is to recruit new consumers and shape their perceptions by positioning WKD as a catalyst for having fun with friends, providing an energy lift and offering a great-tasting product with the right amount of alcohol.

“We’ll do this through engaging and exciting consumers and being seen in the right places at the right time, from festivals and gigs to bowling alleys and cafés.”

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