Britvic is investing in its Tango brand with the introduction of three new sugar-free flavours, a packaging re-design and a £2.2m marketing investment which will see the brand back on TV for the first time in four years.
Available in-store from this week, new flavours include Tropical, Strawberry & Watermelon and Orange sugar-free – which is rolling out with an improved recipe. All three will be available in price-marked pack formats, exclusively for the convenience and wholesale channels.
Trystan Farnworth, commercial director, convenience and impulse at Britvic, commented: “As shopping habits change and consumers continue to look for healthier soft drink options, Tango is keeping sugar-free options exciting by branching out into Tropical and Strawberry & Watermelon flavours.
“These will be the perfect summer refresher for people on the go, with the multi-buy price-marked cans and bottles helping retailers to increase basket spend. The bold new look and feel of the packaging will also provide great stand out on shelf, appealing to younger shoppers, while keeping the fun heritage of the brand which our loyal fan base knows and loves.”
The activity will be supported by the biggest spend the brand has seen in eight years, with a new TV ad this summer, sampling, digital and in-store activation. Each new sugar free flavour will be available in 59p or 2 for £1 price-marked 330ml cans, and £1 or 2 for £1.70 price-marked 500ml bottles. This is in addition to larger bottle formats.