Tango steps into the shower in new two-year licence deal with 151 Products

Get Tango'd in the shower with new 151 Products' range

Get Tango’d in the shower with new 151 Products’ range

Tango, the Britvic-owned soft drink, is stepping into the health & beauty category under a new two-year licence agreement with household products supplier, 151 Products.

The first products developed under the deal are shower gels, featuring four Tango flavours – orange, apple, cherry and lemon.

Developed within 151 Products’ in-house lab, the Tango shower gel collection will be available in 400ml packs, with a RRP of £1.49. Retailers will be able stock the new range from January 2013, said 151 Products.

Richard Shonn, managing director of 151 Products, said: “This is our first venture into the branded shower gel market, we’re extremely positive with what is such a fun and iconic brand.

“The partnership further enhances 151 Products’ presence within the non-food sector of the retail market and also demonstrates our commitment to providing high quality, affordable items to retailers.”

“We have encapsulated Tango’s core values and created a synergy between the original soft drink product and the new range of shower gels. This will hopefully resonate with consumers and build strong brand association with the product – based on previous purchasing behaviour and customer loyalty. We particularly like the fact that Tango is an irreverent brand with a cheeky personality – attributes well suited to our category.”

151 Products supplies a number of well-known retailers throughout the UK and is targeting these new products at existing accounts including the major grocers. Last year, turnover increased from £24m to £29m, the company reports. It has a target for £35m in 2012.