VK is launching a new zero-sugar range to the UK off-trade. VK & SODA is aimed at meeting growing demand for zero-sugar and lower-calorie drinks, while retaining the essence of the original VK range.
VK & SODA comes in two fruity flavours – Berries and Lime. The varieties are based on two of the UK’s favourite drinks – ‘blue’, the UK’s best-selling RTD flavour in alcopops, and vodka, lime, and soda. Each VK & SODA 330ml can contains 69 calories, fewer than the VK range.
The launch to the off-trade follows trials of 275ml glass and PET bottles across on-trade venues, including NUS, and an insertion in Tesco VK Mixed Packs that received positive feedback.
The VK & SODA 330ml canned range is rolling out in Tesco, with single cans on sale for £1.75. The new range will also be available in wholesalers.
Charlie Leaver, Head of Brand at Global Brands, said: “We’re absolutely thrilled to release this true innovation for the category – a product enticing the rapidly growing segment of health-conscious consumers, with the full flavour and taste that VK delivers.
“Following brilliant feedback from VK fans in trials across NUS venues and nightclubs, and a successful entry into the off-trade through insertion in Tesco Mixed Packs, we’re thrilled to bring VK & SODA to the masses in a convenient canned format.
“At 3.4% it appeals to consumers looking for moderation and healthier drinks – the perfect product for Gen Z consumers looking for zero sugar and lower calorie options, cross-selling existing customers and attracting a new segment to RTDs.”
