Despite core soft drink flavours remaining popular with shoppers, it has become clear that consumers are also on the lookout for the next big flavour drop from their favourite brands.
Reading time: 5 minutes
In addition to this trend for chasing the next big flavour, 34% of shoppers say they will go without, or elsewhere, if they’re not happy with the to-go drinks available[1] at their chosen convenience store. As a result, combining innovative new flavours with popular on-the-go formats, such as 330ml cans and 500ml bottles, is proving to be key for brands and convenience retailers looking to enhance their offering and boost sales.
Stocking Tango can help you to tick all of these boxes. With an impressive market value of over £98.5m RSV perfectly positioned to drive excitement amongst all demographics in the fruit flavoured carbonates category. More recently, Tango has been stepping up with flavour innovation in on-the-go formats. The brand’s rotational flavour series, Tango Editions, saw both Berry Peachy and Paradise Punch achieve the number one fruit flavoured carbonate new product development in their year of launch[2].
The Britvic brand is confident its latest limited edition, Tango Mango, will follow in the same footsteps. Tango Mango rolled out into the convenience channel in a variety of formats this February, including a 330ml can and 500ml bottle, both of which are perfect for tapping into the to-go soft drink market.
What’s more, alongside Tango’s successful limited edition rotational flavour series, the brand excited shoppers up and down the country this April with the boldest drop of 2024: Tango Blast. Launching the iconic Tango Ice Blast flavours in a limited-edition, ready-to-drink format, the much-anticipated Tango Raspberry Blast and Tango Cherry Blast became available exclusively to the convenience channel.
This latest launch from Tango looks to help retailers engage Gen-Z shoppers with its bold flavours, striking colours and eye-catching packaging. As a result, recruiting this next generation of shoppers into the category will help to futureproof the channel. Additionally, being free from artificial flavours or colours, Tango Blast is approved as vegan by The Vegetarian Society. This makes both flavours suitable for a wide range of consumers, all whilst catering to the trending on-the-go format through being available in a 500ml variant only.
.
Leveraging the power of meal deals is a well-established technique for retailers looking to encourage impulse on-the-go sales, with 39% of shoppers saying that promotions prompt them to buy items that they weren’t intending to . With Tango’s traditional Ice Blast flavours being widely associated with consumer trips to the cinema, pairing the to-go format with meal deal food options is the perfect way to increase basket spend whilst injecting some nostalgia into the new flavour offering.
Don’t forget to create impactful displays to amplify your latest on-the-go additions, showcase your range and grab customers’ attention. Combine our Tango Blast Point Of Sale kits with Tango Blast’s colourful liquid and pack design to make displays big and bold. This will disrupt customers’ path to purchase, helping point them in the direction of Tango while helping you drive more sales.
Catering to multiple different missions that consumers will be on the hunt for exciting on-the-go soft drink flavours to enjoy during is a valuable way to further increase sales – from summer sporting events to outdoor moments such as picnics. Retailers should ensure they are up to date with upcoming events and key missions for each season and remind shoppers to top up on their to-go refreshments for the occasion.
What’s more, to tap into the Tango Blast launch, you can order your POS kit now. Including a A4 Double Sided Poster, a Barker, a Window Vinyl, a CDU, two Tango Blast T-Shirts for staff and Managers Notes, the POS kits are set to help you make an explosive standout in-store. Don’t just take our word for it, Ian Lewis of Spar Minster added,
“The POS and the amazing new flavours of Tango Blast stood out in the chillers, and the customers loved them. Sales of Tango Blast exceeded expectations!”
[1] IGD Category Benchmark research, May to June 2023, (combined ‘go without’+’buy next time I visit’+’buy elsewhere’)
[1] NielsenIQ RMS, Total Coverage including discounters, Value sales/Value sales % chg, Fruit Carbonates, Britvic Defined, Latest 52 wks w/e 09.03.24
[2] NielsenIQ RMS, Total Coverage GB inc discounters, Value sales, Fruit Flavoured Carbonates, Britvic Defined, YTD Calendar year 2023- w/e 30.12.23
Together, we'll help you save time, reduce costs and build your business.
Register now