Virgin Sours axed by Princes Soft Drinks

Princes Soft Drinks has axed the Virgin Sours fizzy drink range. The product was launched just under a year ago.

Princes Soft Drinks, which has the sales and distribution contract for the Virgin Drinks brand in the UK, launched Virgin Sours hoping to capitalise on a trend for sour flavours among youngsters. However, the product has not been taken up by retailers or children in sufficient quantities.

A spokeswoman for Princes Soft Drinks says that the product launched just as Britvic was pulling its ill-fated Tango Freekee Soda drink from shelves (MW January 22). She adds that Virgin Sour suffered in the backlash because retailers did not want to take another risk on a new product.Virgin Sours was sold in three flavours – Cheek Chillin Cherry, Raspin Blue Raspberry and Eye Squeezin Apple – in brightly coloured 500ml plastic bottles and retailed for 59p.

It was stocked in Morrisons and independents. Advertising agency Blue Door created some work for bus sides and children’s magazines.GlaxoSmithKline also tested extreme taste limited editions for Ribena this year with Ribena Oooh and Aargh – menthol and pepper flavoured drinks respectively (MW November 20, 2003).

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