Princes Soft Drinks is broadening its repertoire with a new Sours range of thirst quenchers under the Virgin banner.
The company, which makes the Virgin range of drinks under licence, will roll out the new Sours range in three flavours next month in a bid to tap into younger drinkers’ tastebuds.
The company said it was launching the carbonated range - which features Cheek Chillin’ Cherry, Raspin’ Blue Rasberry and Eye Squeezin’ Apple flavours - following extensive research into what eight to 18-year-old consumers wanted from a new soft drinks brand.
Marketing manager Sarah
Hemming said: “We wanted to put the personality and attitude of Virgin into a bottle and turn the whole soft drinks market on its head.
“We wanted people to experience a whole new drink sensation and this is exactly what Virgin Sours is.
“We are pioneering the market with this launch. We are ahead of our competitors in innovation of this kind and our research has substantiated that Virgin Sours will be the next craze among kids. Sours rocked the confectionery world earlier this year and we’re confident the same is about to happen in soft drinks.”
All three new drinks feature the distinctively shaped 500ml Virgin bottle and are metallic coloured for maximum on-shelf standout.
Rsp for each will be 59p and Princes has plans to back the launch with press ads in kids’ magazines.
Simon Mowbray
The company, which makes the Virgin range of drinks under licence, will roll out the new Sours range in three flavours next month in a bid to tap into younger drinkers’ tastebuds.
The company said it was launching the carbonated range - which features Cheek Chillin’ Cherry, Raspin’ Blue Rasberry and Eye Squeezin’ Apple flavours - following extensive research into what eight to 18-year-old consumers wanted from a new soft drinks brand.
Marketing manager Sarah
Hemming said: “We wanted to put the personality and attitude of Virgin into a bottle and turn the whole soft drinks market on its head.
“We wanted people to experience a whole new drink sensation and this is exactly what Virgin Sours is.
“We are pioneering the market with this launch. We are ahead of our competitors in innovation of this kind and our research has substantiated that Virgin Sours will be the next craze among kids. Sours rocked the confectionery world earlier this year and we’re confident the same is about to happen in soft drinks.”
All three new drinks feature the distinctively shaped 500ml Virgin bottle and are metallic coloured for maximum on-shelf standout.
Rsp for each will be 59p and Princes has plans to back the launch with press ads in kids’ magazines.
Simon Mowbray
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