Britvic-owned UK soft drink brand, Tango, is set to launch its latest rotational flavour, Strawberry Smash, as part of its annual ‘Editions’ series.

This new offering aims to capitalise on the £1.2 billion fruit-flavoured carbonates category, which has been experiencing robust growth and increasing consumer demand for innovative beverage options.

Strawberry Smash combines the familiar taste of strawberry with a hint of pineapple, designed to appeal to a broad demographic while reinforcing Tango’s brand identity.

Previous flavours in the Editions series, such as Mango, Paradise Punch and Berry Peachy, have achieved significant success, with each flavor being recognised as a leading new product in their respective launch years.

The new flavour follows the success of Tango’s Mango variant, which recorded £12.7 million in retail sales value shortly after its 2024 launch. By introducing a sugar-free option that does not compromise on taste, Tango is addressing the growing consumer preference for healthier beverage choices without sacrificing flavour.

Ben Parker, VP Sales Off-Trade at Carlsberg Britvic, highlighted the anticipation surrounding new Tango flavors, highlighting the importance of innovation in a crowded market. "Creating unique flavours that resonate with consumers of all ages is crucial for standing out in the soft drinks category," he noted.

The launch of Strawberry Smash is expected to enhance Tango’s position as the second most purchased fruit-flavoured carbonates brand in the UK, with over 5.3 million consumers.

For retailers, this presents an opportunity to drive foot traffic and increase sales in the soft drinks category, particularly as the product will be available in various formats, including 330ml cans, 500ml bottles and multipacks.