Tango shower gels target supermarkets

151 Products secures two-year licence for bath products based on soft drink brand.
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Consumers will now know when they've been Tango'd - in the shower.

151 Products has secured a two-year licence with popular soft drink brand Tango for a range of branded shower gels.

The Tango shower gel collection will be available from January 2013, with each 400ml pack priced at £1.49. 

They will be developed within 151 Products' in-house lab, and will incorporate four Tango flavours - orange, apple, cherry and lemon.

151 is targeting the Tango shower gels at supermarkets.

Richard Shonn, managing director of 151 Products, commented: "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.

He added: "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."

Last year 151's turnover rose from £24 million to £29 million. Its target for 2012 is £35 million.

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