WKD adds Dark Fruit variant to its collection

WKD is adding a Dark Fruit flavour to its portfolio.

The new flavour will join the collection this Spring and. It will build on a “hugely successful” 2019 for the brand, with volumes up more than 18% in the convenience sector, according to producer SHS Drinks.

WKD Dark Fruit will appear in 27.5cl and 70cl bottle sizes, as well as a 4x27.5cl pack and a price-marked 70cl bottle at £2.99, exclusively for independents.

The launch will be supported by in-outlet media, off-shelf display, POS kits, social media engagement and digital advertising.

The newcomer follows the successful launch last year of WKD Pink. The variant, which was launched last July, became the RTD category’s most successful piece of NPD last year, generating £2.3 million of sales to year end, the producer said.

Nick White, head of alcohol brand marketing at SHS Drinks, said: “WKD Dark Fruit this year – as WKD Pink did last – will deliver reappraisal of the whole brand and have a hugely positive halo effect on all WKD variants. With both variants, we have taken hugely popular themes and applied a clever WKD twist.

“The launch of Dark Fruit will ensure that WKD remains fresh and relevant to its core 18-24 year-old target market and continues to generate strong sales growth for both convenience retailers and wholesale/ cash and carry depots. This innovative flavour RTD will deliver something genuinely new and truly exciting for the entire category.”

WKD Blue 70cl continues to be the number one overall RTD variant in impulse with WKD Pink 70cl already the third highest-selling RTD bottle in the sector, according to Nielsen GB Convenience category data.