With shoppers seeking healthier hydration options and the flavoured sparkling water category in strong growth, water brand Volvic has launched its latest innovation, Touch of Fruit Sparkling Sugar Free.
Alongside the new product comes a relaunch of the Volvic Touch of Fruit Still range in a bid to continue attracting shoppers into the category.
Touch of Fruit Sparkling Sugar Free combines British spring water with natural fruity flavours. Within flavoured sparkling waters, 76% of value sales come from private label, with the brand noting that there is space for a mainstream player to provide more choice within this segment.
The new drink, which has less than five calories per 330ml serving, is available in a can format in three flavours: Strawberry, Mango Passion, and Lemon & lime.
Meanwhile, the brand has introduced a new, more modern bottle shape and label design to its Volvic Touch of Fruit Still range. The redesign harmonises the Volvic brand identity across its plain and flavoured water ranges, with the aim of leveraging the strength of the brand’s equity while communicating taste, naturality and refreshment. Furthermore, a new improved recipe for the hero flavour focuses on delivering a “delicious and refreshing taste experience”, with an aim to recruit new shoppers into the category.
The brand will be backed by a 360 campaign across Touch of Fruit Still and Sparkling with £5m investment.
Gemma Morgan, Category Marketing Director Beverages at Danone, said: “As consumers continue to choose health-conscious products, Touch of Fruit Sparkling embraces this trend, offering a delicious and refreshing beverage that is sugar free without compromising on taste.
“With our captivating flavours, we believe that making water tasty helps to drive healthier habits. The revamp of the Volvic Touch of Fruit bottle design and a new hero Strawberry flavour recipe aims to encourage new shoppers to reappraise the flavoured water category as a tasty way. We’re excited to see the strong standout of our harmonised brand identity on shelf.”
Touch of Fruit Sparkling is rolling out as single cans (£1.15) in wholesale and convenience stores, and as multipacks (£3.40) in Tesco and Asda. Other stockists to follow include BP, Co-op, and Morrisons.
