SHS Drinks is launching can formats of its popular WKD ready-to-drink (RTD) alcopop brand.
The aluminium cans are available from April in WKD Blue four-packs and 10-packs and WKD variety 10-packs.
Research from SHS Drinks found that cans are popular among its target consumers. As WKD is the UK’s number-one RTD according to Nielsen figures, the supplier said shoppers expect to see it represented in a popular format.
The cans are lighter than glass, are more sustainable and help offset packaging industry price rises.
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Currently, WKD sales are at a 10-year high. Alison Gray, head of brand for WKD at SHS Drinks, said: “This initiative gives WKD consumers the convenience and portability they crave. The move plays to a real increase in consumer appetite for cans, which are now seen as a leading format in the RTD category. We want to do everything possible to ensure WKD remains both at the forefront of the category and as affordable as possible for consumers.
“Cans are not only considered as highly convenient by our core 18-to-24-year-old consumers, these drinkers also see the slimline style as a fun format which fits very naturally with the WKD brand. We expect our 250ml offering to open up additional usage occasions, and the new cans herald the start of an extremely exciting summer for the brand.”
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