Nix and Kix unveils brand redesign and new raspberry rhubarb flavour

Premium UK soft drinks producer Nix and Kix is bringing a new Raspberry Rhubarb flavour to market whilst also unveiling a redesign and a new brand proposition ‘The Drink with a Zing’.

The redesign by design agency Kuba & Friends sees the new packaging communicate the subtlety of spice and refreshment in each product whilst bold ingredient visuals now make it easier to visually communicate each flavour. Nix and Kix’s redesign has added a refreshing “zing” to the look and feel of the Nix and Kix range, matching the outside with the flavours within and taking on board recent blind taste test feedback. The brand found that consumers universally describe the experience of the products as ‘refreshingly zingy’ and this is now carried through to the redesign. The fact the products are 100% natural with no artificial ingredients and have a low calorie count is also now better and clearer communicated on the packaging.

Coinciding with the redesign is Nix and Kix’s new flavour, Raspberry Rhubarb, which launches after collaboration with retailer stockists (Tesco). Raspberry & Rhubarb reflects a change in the market in consumer tastes, with pink drinks becoming part of the top drinks trends of 2020 and raspberry as a flavour growing by 10%. Customers in the 30+ age bracket in general are also looking for less sugary, more complex drinks products. They reportedly want a healthy, tasty, quality alternative to what is currently on offer and Nix and Kix has always aimed to fill this void, which is no longer niche and has mass market potential. The flavour is now available in 441 Tesco stores.

From idea to production, Raspberry Rhubarb reportedly took less than two months to come to life during Covid-19 restrictions and joins the Nix and Kix product mix, which includes: Mango Ginger, Blood Orange Turmeric, Watermelon Hibiscus and Cucumber Mint.

Overnight, the Nix and Kix customer base changed in 2020 – 50% of which represented food service and casual dining before the crisis hit. Diversifying, the company focused on its online and retail arms with particular growth for the 750ml sharing format. However, year-on-year September 2020 performed 20% better than the same month in 2019 and represents the company’s best month ever.

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