Just days after taking on the likes of Monster and Red Bull with the launch of a new energy drinks range, Coca-Cola has revealed that it is introducing its Aquarius brand to the UK.
The low-calorie functional water drink contains minerals that Coca-Cola claims help performance. It comes in two flavours: Aquarius Lemon, which is infused with Zinc that contributes to normal cognitive function, and Aquarius Lime, which contains magnesium to help reduce tiredness and fatigue.
Jon Woods, General Manager, Coca-Cola Great Britain and Ireland, said: “We are continually looking for ways to expand our portfolio and give people a wider choice of drinks to suit different tastes, lifestyles and occasions.
“Aquarius provides a new great-tasting option for everyday moments when you are looking for a revitalising way to hydrate, with added minerals, and will play an important role in our ambition to continue to offer consumers more choice.”
400ml and 900ml bottles are being rolled out to selected stores nationwide with a marketing campaign to support the brand’s launch planned for May. It will use digital OOH advertising, in-store displays and sampling, with the tagline ‘Put back what life takes out’.
The launch is the latest from Coca-Cola as it continues to evolve and diversify its range as consumers move away from traditional fizzy drinks. Recent additions include Fuzetea, Adez, and an RTD coffee under its Honest brand.
Aquarius has been available in Europe and Asia for a number of years. It is set to be the official drink of the Summer Olympics in 2020.
