Tango extends into shower gels

Tango, the Britvic-owned fizzy drink, is to extend the brand into a range of shower gels that will be targeted at supermarkets.

Tango
The new Tango shower gel range.

Britvic has signed a two-year licensing deal with 151 Products to develop the collection for retailers to sell from January next year.

Under the agreement, Tango’s orange, apple, cherry and lemon flavours will be incorporated into 400ml shower gel packs, retailing at £1.49.

It is hoped the range – which will carry the tagline “beware of the bite” – will resonate with consumers who are already loyal to the “irreverent” and “cheeky” Tango brand.

The fruit carbonates category, in which Tango sits, grew in value by 10.1 per cent to £791.8m in the year to 24 December, according to the Britvic Soft Drinks Report. It had a 7.6 per cent share of the entire take home sector in the period.

Last year Britvic, which is to merge with AG Barr in the coming months, launched a new Tango variant, placing the drink in squirty aerosol cans.

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