‘Pogs’ craze triggers soft drink launch

The Californian toymaker behind a UK playground craze is launching a range of spin-off food and drink products across Europe.

The World POG Federation, which markets Pogs, is believed to be in negotiations with US drinks giant Royal Crown to launch a soft drink.

The move could herald Royal Crown’s first move into the UK. The company markets the third best selling cola brand in the US, RC Cola.

Last year, Pogs generated UK retail sales of more than 25m. Now the company aims to launch Pog drink – which already sells in some US states and Canada as a chilled fruit drink – in the summer.

The drink, which is sold in cartons in the US, is unlikely to be in the same format in the UK.

The World POG Federation is also negotiating licences to sell Pog branded merchandise such as backpacks and clothing. It is understood to be looking for a UK ad agency.

Confectionery products, Pog jellies and Pog Easter eggs have recently gone on sale in the grocery multiples, made by Packateers.

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