Glacéau Smartwater has added its first flavoured variants, unveiling a trio today (30 May) with a phased rollout through the summer.
The Coca-Cola European Partners bottled water brand has added Berry & Kiwi, Lemon, and Green Apple to its portfolio as lightly sparkling options with a drop of natural fruit flavour that target young, health-conscious shoppers.
Packaged in a 600ml PET bottle, the distilled NPD promises “zero sugar, zero calories, and all natural flavours” (rsp: 95p). It will be supported by a £5.4m investment, which will include advertising, PR, sampling and in-store PoS.
Smartwater had “a proven track record of disrupting the instant consumption water sector”, said Simon Harrison, CCEP’s operational marketing director for GB. “Its success puts the brand in a good position to unlock opportunities in the sparkling flavoured sector, bringing in younger shoppers and offering great tasting refreshing drinks for the summer months and beyond.”
The new flavours formed “part of CCEP’s continued focus on the innovation of low and zero-sugar products to meet the demands of health-conscious consumers”, Harrison added.
Launched in 2014, Smartwater is the UK’s fastest growing unflavoured brand in the bottled water category, having risen 93.8% in value to £38.9m in a market up 8.9% to £1bn [IRI 52 w/e 31 December 2016].
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