Romanian water brand Aqua Carpatica is to invest £3.5m to mark its first UK supermarket listing.
The 1-litre pack of Still Natural Mineral Water will roll in to 150 Tesco stores later this month. It will be backed by “socially responsible marketing” through sponsorship of health & fitness events, parenting initiatives, and support of children’s charities.
The campaign would target “the healthy lifestyle audience who demand natural ingredients, total brand transparency, sustainability and, significantly, a superior taste” said Aqua Carpatica – which donates 20% of profits to charitable projects, mostly dedicated to children.
The premium brand made its UK debut in February, claiming to be the country’s first “naturally nitrate-free and low-sodium mineral water. It is now available in more than 700 stores across the UK and Ireland, including Harrods and Whole Foods Market.
The listing with Tesco was “a historic one, a milestone” said Nichi Boca, MD of Fresh Organic Products, the exclusive importer of Aqua Carpatica in the UK & Ireland. “We are so excited by the potential for growth with this new partnership, since Aqua Carpatica will now be available to more UK shoppers who are demanding a superior and functional mineral water.”
The bottled water category added 7% in take-home value sales last year to reach £473m, with the plain still sector enjoying a 12.2% leap to £218.1m on volumes up 13.5% [Kantar Worldpanel 52 w/e 6 November 2016].
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