A new lager widget said to create a smoother drink is the latest salvo in Scottish & Newcastle's bid to add £300m to the long alcoholic drinks category over the next five years.
Kronenbourg 1664 with Dynamo Système and Foster's with in-can Scuba will be available next month. They cost 50 to 80p more per four-pack than standard cans, which will still be available without the patented widgets.
"The launch of these products is a milestone in development for the lager sector," said Mark Gerken, sales MD, off-trade. "It supports our own vision for the category and adds value to the alcoholic drinks aisle."
S&N described the widget as its biggest innovation for the off-trade to date. There was no change in the recipe or formulation of the lagers but the widget created smaller bubbles, which resulted in a livelier lager and a smoother taste, the company said.
The launch will be backed with a £12m campaign including TV and outdoor ads, online activity, press and PR as well as consumer sampling and promotions to drive trial.
S&N will also be promoting the message that drinkers should chill the lagers for up to six hours and will be launching the widget cans in fridge packs of 10 as well as four-packs.
"Our research has revealed that consumers are willing to spend more money on products with added convenience and a chilled product, meaning we can command a slightly higher price-point," Gerken said.