Highland Spring is expanding its offering with a five-litre fridge pack format.
The NPD – which targets staycations and big shops – stayed fresh for up to four weeks once opened, it said.
It will debut at Asda this month, with a wider retail rollout planned in the weeks ahead (rsp: £3).
Following the launch of its 10-litre hydration pack last year, the five-litre format offered a “more compact solution for shoppers”, it said.
As it was the “most requested size by consumers”, the new format was “a natural extension” to the range, tapping a continuing consumer trend for alternative packaging solutions, the brand added.
“We have seen from the success of our 10l hydration pack that consumers were looking for additional dispense solutions,” said Highland Spring consumer marketing controller Mike Buckland.
“This new addition underlines our focus on innovation which delivers formats for every consumer occasion.”
The launch will be supported by an integrated marketing campaign, including shopper marketing, social, PR and digital activity.
It comes after a stagnant year for the bottled water brand, which saw value sales slip by £3.7m (on volumes down 3.1%) to £114m [NielsenIQ 52 w/e 11 September 2021].
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