Highland Spring is entering the flavoured still water category with three variants: Strawberry, Apple & Blackcurrant, and Lemon & Lime.
The new flavoured still water range will be available exclusively in selected Tesco stores and online from April.
The brand noted that the flavoured still water category has experienced encouraging growth in the last six months, after two years of volume decline, with retail sales value up 10.7% and volume sales increasing 2.4% (Nielsen Total Coverage, 26wks to 24/02/24 vs prior year).
All three Highland Spring products are sugar-free, combining natural flavours with Scottish spring water.
The new products will be available in multiple distribution channels in 500ml, 750ml and 1.25l PET recyclable (cap on) bottles.
Nic Yates, Marketing Director at Highland Spring, commented: “We have identified an exciting and clear-cut opportunity for Highland Spring to drive category growth in flavoured still water by creating a fantastic tasting product whilst offering a healthier way to hydrate versus sugary drinks.
“These new products are a natural extension to the Highland Spring portfolio, and having spoken to over 2,400 flavoured water drinkers, whilst conducting five separate pieces of market research including a Home Use Test (HUT), we are absolutely confident they will have high appeal to shoppers and support the continued growth of the category.”
The launch will be supported by a sampling programme across the Tesco footprint. This will be reinforced by in-store ‘on and off’ shelf POS and an ‘always-on’ creative social and digital media campaign.
