Carabao is launching 69p price-marked 330ml cans for its Original, Green Apple and Mandarin Orange flavours, available to retailers from June.
It follows the announcement that between January and March this year, the brand’s Green Apple and Mandarin Orange flavours overtook competitors including Relentless Original and Monster The Doctor, in terms of sales in the energy drinks category.
The supplier says that one convenience store increased sales by 226% after the introduction of a promotional price.
In Carabao’s 2019 Taste of The Nation Report, the supplier identified three key areas of consumer demand in energy drink category. These three areas were: great taste, low sugar and value price point.
David Butcher, managing director at Carabao Energy Drink UK and Ireland, said: “Price-marked packs are only effective when the price that they are offering is competitive in the wider market, and many of our competitors are not offering the same value as we are to help entice new customers to the category.
“At Carabao Energy Drink, we have been exploring the right price point to use in order to offer great shopper value and strong retailer margins and we are very excited to see the in-market results.”
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