SHS Drinks is expanding its energy drink-inspired WKD X range with the launch of three new varieties and an updated can design.

The supplier has added Mango Passion, Dark Berry and Blue Raspberry flavours to its 7% ABV range, responding to increasing RTD consumer preferences for fruit flavours.

They are available in standard and £2.99 price-marked 500ml cans – lower than the current £3.29 price-mark.

SHS Drinks has also given the ‘X’ design elements on-pack more prominence to help with standout in chillers and in consumers’ hands.

WKD to launch in can multipack formats

It will support the launch with influencer and social media campaigns from January, as well as through student ambassadors on university campuses. It will also support trade partners through social media, online and print advertising.

Alison Gray, head of brand – WKD at SHS Drinks, said: “Since its introduction, WKD X has attracted an overwhelming response from both the trade and consumers, and this next stage of development is all about helping customers further grow the enhanced RTD segment. The high-energy/higher-ABV segment is seeing massive growth – at a rate well in excess of the total RTD category – and we know that ‘newness’ is key to continuing to drive sales.

“Consumers want enticing new flavours and they want packs that look special and interesting so we’ve evolved our offering to better meet changing shopper needs. With three great fruity flavours, striking can graphics, a competitive £2.99 PMP option, and a comprehensive trade and consumer support package, WKD X is poised for a further step-change in sales.”

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