Malibu launches pre-mixed Diet Cola

Drawing on the growth towards lower calorie drinks, Malibu has extended its pre-mixed range with Diet Cola.

The new 250ml can, RRP £1.99, will sit around the existing products in the range, Mango, Pineapple and Cola, which have newly redesigned packaging.

Adam Boita, head of marketing at Pernod Ricard, said the new packs and the first diet variant will innovate and excite Malibu customers.

“We are looking to extend our footprint increasingly into impulse and convenience where we believe there is a fantastic opportunity,” he added.

Malibu is also extending its real coconut cup drinking vessels into convenience and wholesale. The cups are already available in grocery and the on-trade but will be available to convenience from May.

5.5 million pre-mixed cans have been sold since Malibu launched the range in 2011.