KA Krushes summer soft drink sales with limited edition

The UK’s No. 1 selling Caribbean flavoured drink is adding extra excitement to the carnival period this summer with the launch of a new limited edition flavour.

KA Blue Krush, a tropical sparkling soft drink, will be available from July for 12 weeks, throughout a key sales peak for the brand.

Annette Yates, Brand Director, KA says:

 “Limited editions excite and entice shoppers, and KA Blue Krush will take that to the next level. We’ve created an incredible tasting, eye-
catching product that we know soft drinks shoppers will pick up. Blue is a trending colour, tropical is a trending flavour – we’ve created an epic combination to disrupt the shopper journey and help retailers krush soft drinks sales this summer.”

KA has a proven track record of success with NPD. Sales of last summer’s Karnival Twist limited edition were 94% incremental to KA, and 75% incremental to the carbonates and Caribbean Drinks category. The brand continues to be a star performer in soft drinks,
growing +6% faster than the carbs market.

The launch of KA Blue Krush builds on that momentum as the brand continues to understand and connect with their heartland audience.

Annette adds: “KA sits at the heart of youth culture and has a highly loyal following. In 2025 we will be bringing more consumers into the brand through investment in exciting social plans and partnerships with content creators, bringing the ‘Be the Noise’ campaign to life for a third successful year.”