VK has added “a festive treat” for consumers into its selected mixed packs this winter.

The newest fruity flavour, VK Watermelon, will join the other six flavours in the VK mixed packs, but only for the lucky consumers who find it. The fortunate few who find one of the hidden VK Watermelon bottles will not only be one of the first to try the new flavour, but they will also have the chance to get their hands on the VK Christmas Jumper. The festive merchandise is embellished with the VK logo, VK bottles, snowflakes and stars and they have LED lights built in.

The activity is supported by a targeted celebrity influencer campaign, which is expected to reach nearly three million consumers.

Jen Draper, marketing director at Global Brands, said: “VK is a brand that always has its consumers at the heart and this latest campaign is no different. We have had a phenomenal response to the new watermelon flavour so far on social media with people in their thousands desperate to try the latest addition to the range. This is our way of allowing the to do just that ahead of the main launch in 2019, rewarding our loyal fans but in an engaging and authentic way.”

VK’s Watermelon flavour has had a successful trial period in the on-trade, according to the company, with a listing in Deltic nightclubs.

The VK mixed pack is growing 22% in value and 21% in volume year-on-year.

The recent crowdsourcing campaign to find the new VK flavour reached six million consumers, amassing 33,000 votes, 19,000 of which were for watermelon.