WKD, with a blooming business in the UK, is planning to deploy 250ml aluminium cans across its flagship range. This newly introduced packaging solution can be availed in four or ten-pack modules. The company is very optimistic about this transformation, hoping to reduce material waste and decrease carbon emissions throughout its production line.

WKD's proprietary brand SHS Drinks also supports this move and claims the introduction of aluminium cans to its line of products would open complementary usage of upcycled raw materials for the company.

The WKD aluminium cans will not affect the taste or flavour of the company's beverage since the non-ferrous metal is completely odourless and keeps the interiors from getting exposed to sunlight, increasing the product's shelf life. WKD will still be circulating its 700ml glass bottle, but with this, an alternative option will be open for adoption.

The latest 250ml aluminium cans will aid in averting the packaging industry price hike and permit SHS Drinks to keep on supplying WKD drinks at a low price, keeping "the best possible value for money".

The head of WKD at SHS Drinks, Alison Gray, noted: "This initiative gives WKD consumers the convenience and portability that they crave. The move plays to a real increase in consumer appetite for cans, which are now seen as a leading format in the RTD category. We want to do everything possible to ensure that WKD remains both at the forefront of the category and as affordable as possible for consumers."

"Cans are not only considered as highly convenient by our core 18 to 24-year-old consumers, but these drinkers also see the slimline style as a fun format which fits very naturally with the WKD brand. We expect our 250ml offering to open up additional usage occasions, and the new cans herald the start of an extremely exciting summer for the brand," he further justified.