Caribbean flavoured drink KA is set to launch a new limited edition flavour for the summer season.
KA Blue Krush, a tropical sparkling soft drink, will be available from July for 12 weeks, throughout a key sales peak for the brand (500ml £1 PMP)
Annette Yates, Brand Director for KA, said: “Limited editions excite and entice shoppers, and KA Blue Krush will take that to the next level. We’ve created an incredible tasting, eye-catching product that we know soft drinks shoppers will pick up. Blue is a trending colour, tropical is a trending flavour – we’ve created an epic combination to disrupt the shopper journey and help retailers krush soft drinks sales this summer.”
KA has a proven track record of success with NPD. Sales of last summer’s Karnival Twist limited edition were 94% incremental to KA, and 75% incremental to the carbonates and Caribbean Drinks category. The brand is currently growing 6% faster than the carbonated drinks market.
Yates added: “KA sits at the heart of youth culture and has a highly loyal following. In 2025, we will be bringing more consumers into the brand through investment in exciting social plans and partnerships with content creators, bringing the ‘Be the Noise’ campaign to life for a third successful year.”
PoS material will be available for wholesalers and retailers to drive sales.
