Beverage Brands has added government daily unit guidelines and a “no alcohol while pregnant” warning to its WKD bottles following a packaging review.

The RTD’s packaging design has been tweaked following research undertaken by the company to assess its effectiveness. Along with the health messages, the bottles now put more emphasis on the flavours and logo, and the text has been simplified.

“This is a case of evolution not revolution,” said marketing director Karen Salters. “It’s a case of making a good thing better.”

New four and 12-pack outer boxes will be introduced over the next six weeks to maintain the new look across the range.

“It’s imperative that we evolve WKD’s packaging to ensure continued impact as befits the consumer’s favourite RTD,” said Salters.

“It is equally important that we also offer consumers all the information and guidance possible so that they can enjoy WKD responsibly.”

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