Barr Soft Drinks supports new KA flavours with GRM Daily partnership
Barr Soft Drinks has launched three new full-sugar variants of KA, the UK’s No.1 Caribbean soft drink.
The introduction of Tropical Krush, Strawberry Soda and Citrus Punch flavours is designed to drive further shopper demand for the KA carbonates range, which is now worth over £15 million (IRI) and showing “impressive growth” year on year.
The new flavours will be supported by a year-long brand investment, including a partnership with online media platform GRM Daily, which is at the ‘epicentre’ of Black British music culture. The new partnership, which will include an online advertising campaign, is expected to reach nearly seven million consumers.
Adrian Troy, marketing director at Barr Soft Drinks, says: “KA is already known for its powerful and bold flavours and has a strong base of loyal shoppers. This NPD has been created with the same passion for vibrant flavours, and is free from artificial sweeteners, which will help retailers to really drive the brand in store and tap into incremental sales within full-sugar carbonates, which are currently worth £7.7 million in convenience (IRI).
“We are excited to be working with GRM Daily on the launch of our new full-sugar range for KA,” Troy continues. “Not only does the platform continue to deepen the brand’s connection to our core drinkers, but it also reaches out to a wider audience in a relevant and authentic way. The partnership will be key to raising awareness and stirring up excitement surrounding the new flavours.”
Currently, 83% of KA’s sales are driven through independent and symbol stores, and the brand attracted more than 135,000 new shoppers in 2020 (IRI), highlighting a profit opportunity for convenience retailers looking to add something exciting to their soft drinks fixture.
All three flavours performed well in consumer research, and particularly well amongst existing KA consumers. The products are available in 79p price-marked 330ml cans, 24 to a case, and Barr has a range of impactful brand PoS that retailers can use to signpost the NPD.
Barr recommends that retailers merchandise the new KA full sugar flavours next to the KA core sparkling range in the chiller.
