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Global Brands launch new VK flavour

Published:  20 April, 2010

Global Brands Ltd, is investing £400k to launch a new fruit flavour for its RTD brand, VK.

Made with real fruit juice, VK Lemon has has been developed in line with growing consumer demand for fruit-flavoured RTDs, and will begin a three month launch to capitalise during the run-up to summer.

Several new listings include Molson Coors, Waverley TBS and Matthew Clark, have been secured.

Justin Horsman, marketing manager for brand development said: "There's a clear gap for a new fruit flavour, and as the experts in fruit-flavoured RTDs, we are well placed to bring VK Lemon to market and add value to the category as a whole."

Fruit-flavoured RTDs account for almost a fifth of the £589m sector . (Nielsen MAT Sep 09, on-trade total RTDs)