Britvic Soft Drinks is launching a Mango variant of its Tango soft drink this summer in a bid to boost sales of the faltering brand.
Mango Tango will be launched as a limited edition flavour in an attempt to re-ignite interest in the brand. It will sit alongside the brand’s existing flavours – apple, orange, cherry, fruit fling and diet orange. It is not clear whether the launch will be supported by an advertising campaign.
The “fruit fizz” category has suffered from growing public concerns about obesity and awareness of how much sugar is in some soft drinks. Sales of Tango dropped by 19 per cent in 2004 to &£51m and rival brand Fanta, owned by Coca-Cola, reported an 11 per cent drop to &£162m over the same period.
As part of its plans to revitalise Tango, Britvic is also planning a variant aimed at 18- to 30-year-old women called Tango Clear, which has no added sugar. The drink will have two flavours: kiwi & lemon, and apple & watermelon, and will be launched next month with a &£7m marketing push.
The advertising, which will be created by Clemmow Hornby Inge, is not expected to be as irreverent and edgy as that for the core brand.