• Added: 16th August 2018
  • News


Officially the number one traditional RTD in the UK’s on-trade [1], VK, today unveils its new flavour set to join the likes of Blue, Tropical Fruits and Orange & Passion Fruit. With a nationwide public search for a new flavour reaching over 6 million consumers across the summer – Watermelon beat the likes of Violet and Wild Fruits to be crowned the champ.

When the competition open in June, 33,000 flavour suggestions flooded in, the four most popular flavours then went head to head in a public vote in July. Relevant influencers then each championed one of the final four flavours, Watermelon, Sam Gowland, Raspberry & Pineapple, Chloe Ferry, Violet, Lateysha Grace and Wild Fruits, Josh Ritchie.

With more than 35,000 votes cast for the four flavours across social media and the VK official website, Watermelon received over 19,000 of the final votes. Consumers can officially get their hands on the new Watermelon flavour when it is released in February 2019. However, lucky VK fans can be some of the first to taste the new VK Watermelon flavour in select Deltic nightclubs in November at a number of student club nights.

Jen Draper, head of marketing at Global Brands, said, “Fans of VK have spoken in their thousands and they want Watermelon. Pink drinks are hot right now and our consumers seem to think so too, plus Watermelon is set to be a key flavour trend in 2019[2]. However, it’s not just about the latest on-trend colour – the taste is so important for VK and our in-house flavour development team has been working tirelessly to ensure the Watermelon flavour tastes as good as it looks!  We can’t wait for our consumers and customers to get their hands on the new flavour once it is officially available.”

The new flavour announcement comes off the back of a phenomenal year of growth thanks to VK’s unwavering focus on its consumers and recent initiatives such as the VK Student Ambassador search and the upcoming VK Electric Freshers nightclub tour. VK is the only traditional RTD brand in growth (+11.9% in value and +9.5% in volume)[3], and offers the best cash ROS in the on trade.

VK is an award-winning range of RTD beverages is currently available in seven flavours: VK Blue, VK Ice, VK Strawberry & Lime, VK Orange & Passion Fruit, VK Black Cherry, VK Tropical Fruits and VK Apple & Mango.

To find out more on the new flavour head to www.vkofficial.com

[1] CGA P03 2018

[2] http://www.novotaste.com/food-and-beverage-flavors-to-watch-for-in-2019-food-business-news/

[3] CGA P03 2018