Innocent Drinks is to add another brand name to its portfolio this summer - the first time it has strayed from the parent brand.
It is launching a range of water-based drinks under the name This Water, kicking off by bringing the four-strong Juicy Water collection under the banner, but adding new products later, including water with added vitamins and botanicals, as well as functional extras.
All the drinks will be 80% British spring water and made with locally sourced fruit where available.
"The Innocent brand is all about fruit and nothing but the fruit," said marketing director Richard Reed. "And there are certain other things we want to say that don't work in Innocent's voice. This Water is a unique brand but shares some core attributes with Innocent, such as a commitment to purity and keeping things natural. Whereas Innocent has a conversational tone, This Water is a bit more mature; more pithy - a bit like an older brother."
The move reflects Innocent's interest in the second most buoyant sector of the soft drinks market. Smoothies is leading the way and Innocent's own name is the fastest-growing - it soared by 168% in 2006, according to The Grocer's Top Products survey. Meanwhile, bottled water, grew 10% year-on-year.
Reed said the name This Water epitomised the brand's simplicity and purity, and its overriding message would be "making water interesting naturally". He added that the drinks' USP would be their position as the only fruit juice drinks free of additives and concentrates.
Initially, packaging will include a reference to being 'made by the people at Innocent' but this will be phased out as consumers get used to the new brand.
The company has earmarked a £1m marketing budget to back its new venture and will be concentrating this on sampling. "We've learned that building from grass roots is important," said Reed.
The Juicy Water line-up comprises mango & passionfruit, lemon & lime, blackcurrant and cranberry & raspberry.
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