Tango expands sugar-free range with new flavours

By Robert Mann contact

- Last updated on GMT

Fruity additions: Britvic's Tango brand is releasing three new sugar-free flavours to attract younger drinkers
Fruity additions: Britvic's Tango brand is releasing three new sugar-free flavours to attract younger drinkers
Britvic is investing in its much-loved Tango brand with the introduction of three new sugar-free variants.

Available from this week, the new sugar-free flavours are Tropical, Strawberry & Watermelon and Orange.

In an attempt to bolster the iconic brand’s presence, a packaging redesign and a £2.2m investment has seen the soft drinks producer back on TV for the first time in four years.

Russell Goldman, commercial director at Britvic, said the latest release is set to drive relevance among 16 to 24-year-olds as younger people are the “fastest growing age group” buying low and no-sugar carbonates.

“Tango is a brand with a big personality and it’s always been well loved for that,” Goldman explained.

“The new sugar-free flavours of Tropical and Strawberry & Watermelon are such great additions to our range.

“As well as these, the unique tang of our best-tasting Tango Orange will be available in a new and improved sugar-free variant as we continue to see people switching to low and no-sugar alternatives of their favourite soft drinks.”

While Tango is currently most popular among 25 to 34-year-olds, Goldman adds the brand is “perfectly balanced” to attract new consumers to the category.

“We want to make sure we continue to attract younger drinkers to the brand, ensuring they are excited by our comms and by the flavours we offer,” added Goldman.

“With the brand back on TV later this year, Tango will be front of mind as people look for a refreshing drink to enjoy this summer, creating a fantastic sales opportunity for operators.”

Each new sugar-free flavour will be available in a range of formats including 330ml cans, 500ml and 2-litre bottles.

Related topics: Soft & Hot Drinks