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March 28, 2022

SHS Drinks’ caffeinated WKD X – Product Launch

WKD X will be available in single 50cl cans as well as in 12-can packs

By Conor Reynolds

  • Category – RTD, vodka-based, 7% abv
  • Available – From May
  • Location – The UK
  • Price – SRP of GBP3.29 (US4.32) per 50cl can

SHS Drinks is getting ready to launch a caffeinated version of its WKD RTD brand, as WKD X is set to hit UK shelves in time for the Summer.

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WKD X will be available in two flavours – WKD X Blue and WKD X Gold – both of which contain caffeine, taurine and guarana. The pair has 30mg of caffeine per 10cl.

UK-based SHS will back the move with a marketing campaign using traditional PR as well as Social Media and paid influencer posts. Targeting the 18-to-24-year-old consumer demographic, WKD X will feature in off-shelf in-store displays.

“The brand has always been about delivering for different consumer moments and needs across a whole spectrum of usage occasions,” said SHS’s head of brand for WKD, Alison Gray. “WKD X will take our offering in independents to another level.”

SHS undertook a relaunch of WKD’s Mixd RTD range in 2020. The line extension was the subject of updated packaging and a change of flavour variants.

Are brands missing the opportunity of less-able consumers? – Consumer Trends

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Free Whitepaper
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Understand the impact of decreasing sugar consumption on the F&B market

Growing consumer concern regarding health and wellbeing has increased the focus on reducing sugar consumption. This has driven food and beverage manufacturers, alongside governments, to take measures to meet this challenge. In addition, the pandemic heightened the focus on self-care, including implementing healthy eating to support the immune system. Now more than ever, consumers are paying attention to the amount of sugar and calories in the products they purchase. Access GlobalData’s new whitepaper, The Sugar Reduction Challenge – Past, Present and Future Outlooks within Beverages, to better understand the recent trends in sugar demand, how manufacturers and governments have responded to the challenge, and what solutions are available to the industry. The white paper covers:
  • The key factors behind the recent trends in sugar consumption
  • What is driving consumer choices when shopping for food and beverages?
  • How companies and governments are stepping up their efforts to meet consumers’ expectations
  • The outlook for sugar demand
  • Which ingredients stand to benefit from these future developments?
Enter your details here to receive the free whitepaper.
by GlobalData
Enter your details here to receive your free Whitepaper.

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