PepsiCo’s PopWorks brand has partnered with Malibu to introduce a limited-edition Piña Colada flavoured snack.
Rolling out across the grocery channel, the alcohol-free, non-HFSS innovation will be available across the summer months while stocks last.
PopWorks Malibu Piña Colada combines the tropical taste of Malibu, the number 1 white rum base coconut spirit in the UK, with the crunchy, puffy texture of PopWorks.
Cynthia Finke, PopWorks Marketing Director at PepsiCo, commented: “We know that seasonal flavours generate a buzz with shoppers, so with the Piña Colada being synonymous with summer, there was no better time to launch our new PopWorks Malibu Piña Colada offering.
“The launch will support retailers in attracting those shoppers on the hunt for shared new and exciting snacking experiences whilst socialising at BBQs, picnics and more this summer. Through this, our aim is to support retailers in leveraging the savoury snacking category during a traditionally busy season to boost basket spend.”
Gui Pasculli, Head of Culture and Partnerships for Malibu, added: “Taste is everything for Malibu—it has the power to unlock those summer feelings and bring back the best holiday memories. Piña Coladas are all about chill, good vibes, and now, we’re taking that experience beyond the cocktail glass. That’s why we’ve teamed up with PopWorks to launch a limited-edition non-alcoholic Piña Colada flavoured snack – an unexpected way to enjoy more good times, wherever you are.”
PopWorks Malibu Piña Colada will be available in 85g sharing bags containing 81 calories per serving, with an RRP of £2. The launch will be supported by a widespread activation plan, including in-store promotions, shopper engagement, PR, OOH and influencer campaigns.
