Talking Retail Grocery and product news for independent retailers
The drink is rolling out this month in plain and price0marked cans and features an improved recipe.
The launch of Carabao Orange Blast will be supported by a Facebook advertising campaign and a series of activations targeting football fans linked to the brand’s sponsorship of the Carabao Cup as well as Hibernian FC and Hearts FC.
Consumer research from YouGov found that energy drink drinkers were 50% more likely to buy a product called Orange Blast versus the previous Mandarin Orange product.
David Butcher, managing director of Carabao, said: “When Mandarin Orange launched in 2018 it quickly became one of Carabao’s firm favourites among consumers.
“Now, we’re excited to replace it with even tastier orange drink that we know energy drink consumers will love.”
