WKD unveils new multipacks of canned drinks

WKD has unveiled a new range of canned multipacks as it continues to grow the brand to suit a wide range of occasions.

The UK’s No.1 ready-to-drink (RTD) brand is launching the 250ml cans this spring, which will feature in WKD Blue 4-packs, 10-packs, and in WKD variety 10-pack formats.

Reflecting the ever-changing consumer landscape, the move comes in response to continued growth in consumer acceptance of cans as a convenient and flexible format.

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Rolling out across in April and May, the new packs feature ‘striking’ graphics that are aiming to stand-out on supermarket shelves.

Research by WKD parent company SHS Drinks highlighted the popularity of cans amongst its target consumers and showed that the format is one which drinkers expect to see the category leader represented in.

WKD’s new slimline cans are recognised by consumers as lighter than glass, more easily portable, unbreakable and a highly convenient drink format for RTDs, respondents also noted the sustainability advantages of aluminium over glass.

Aside from direct consumer usage benefits, the new 250ml cans will also help offset packaging industry price rises and offer WKD consumers the best possible value for money.

The introduction of new WKD cans will have no impact on flavours, ABV or multipack RRPs. At the same time, the brand’s range of 700ml single glass bottle variants will remain unaltered.

“This initiative gives WKD consumers the convenience and portability that 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,” head of brand of WKD at SHS Drinks, Alison Gray said.

“We want to do everything possible to ensure that 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.”

Gray added: “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.”

It comes as Britvic is set to invest a further £13 million in its supply chain to add a fifth canning line at its Rugby factory.