Jones Soda Co. is ramping up its growth campaign with the introduction of its first mass-market variety 12-packs, as well as a rotating series of special flavors that will change every six months. Both line extensions are available in retail distribution channels throughout the United States, advancing a strategic growth plan that helped the company report its strongest performance in several quarters, it says. The new 12-packs include a Fan Faves Variety Pack bundling Jones’ top-selling Cream Soda, Berry Lemonade, Orange Cream and Green Apple flavors, and a Mixer Variety Pack containing Jones Cola, Lemon Lime and Ginger Beer targeting today’s craft cocktail and at-home DIY trends. Both packs take advantage of value pricing and pantry stocking behavior. The first product in the Special Release series is Jones Special Release Birthday Cake Soda, an exclusive flavor created for the brand’s 20th anniversary in 2016 and now being revived for this year’s 25th. The limited-release soda will be available from January through June, then replaced with Jones Special Release Pineapple Cream from July through December. “In 2020, we focused on raising brand awareness through our themed label series that connected emotionally to consumers because of their relevance to current events,” said Mark Murray, Jones Soda president and chief executive officer, in a statement. “This year, we will not only continue this strategy, but also introduce line extensions focusing on favorite Jones flavors to drive incremental sales, increase basket sizes, and keep expanding our customer base.”