Sunday, July 21, 2024

V Green gets its first ‘taste lift’ in 26 years

Frucor Suntory has announced that for the first time in 26 years, its iconic energy drink V Green is getting a taste lift. Available now in Australia, the enhanced flavour and refreshed packaging have been carefully crafted to retain “all that fans know and love, while dialling up the best bits.”

The new packaging embodies the essence of V Energy, which is all about spreading positive energy. It reflects beaming positivity while capturing the bubbly, fun and refreshing taste that V Energy is known for and will feature across the range.

Oceania Chief Marketing Officer Allison Yorston says the company has further refined what people already enjoyed based on research insights from loyal V fans.

“V Green has gained an extremely loyal following since its launch 26 years ago. ‘Original’ energy drinks continue to be the largest segment of the category and continue to maintain strong year-on-year growth – with V Energy leading this charge. It is iconic and we know Aussies reach for V Green when they want a burst of energy and joy to help them through the day. The new taste is everything people already love, with more of the best bits. We spent time with drinkers of V Green during the development to understand what they loved most, which has resulted in a smoother, more invigorating V Green. Combined with its updated design, this evolution aligns with our mission to deliver positive energy.,” she says.

“The energy drink category is experiencing impressive growth. The updates to V Green reflect our willingness to continue to innovate and drive the category forward to give consumers what they want. By changing V Green – both from a flavour and design perspective – we believe we have met the needs of existing drinkers and new ones,” Ms Yorston said.

Over the next few weeks, the new 250ml green will be available in stores across Australia, followed by larger cans and bottles. The entire V family will follow the lead of V Green with new-look packaging as part of the roll-out.

V Green’s evolution builds upon V Energy’s commitment to offering new, innovative options to meet consumer tastes and preferences. The new cans join V Blue, V Green Sugar-free, V Blue Sugar-free, V Tropical Tang and V Raspberry Lemonade on the shelves sporting the new logo design and same great tastes.

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