RTD takes fruit flavour route

THE future of RTDs lies in mixed fruit flavours, says VK.
Responding to developments in other drinks, and ahead of the busy Christmas sales period, owner Global Brands has revamped VK’s flavour range and brought in five new varieties: Apple and Mango, Orange and Passion Fruit, Strawberry and Lime, Tropical Fruits and Black Cherry.
Marketing director, Simon Green, said: “RTDs hold a world of untapped possibility. The category is still worth £200m to the off-trade. Simple extensions of obvious colours and flavours are no longer enough, as other categories like soft drinks and flavoured ciders have shifted the goalposts, embracing premium taste trends.
“Complex fruit flavours continue to be at the heart of consumer interest, and RTDs are ideally placed to take a bite of this.
“In a taste test of consumers aged 18-24, a huge 94% preferred the new flavours,” Green said.
The only survivor from the old range is the most popular flavour, Blue. VK Ice has had edible glitter added to become VK Ice Storm.