A premium fruit-flavoured mineral water enhanced with beautifying ingredients is the latest offering to hit the crowded bottled water fixture.
Sip is fortified with a combination of vitamins, botanicals and antioxidants that are said to improve the texture and brightness of skin. It is also naturally flavoured with apple juice and it contains no sweeteners, sugars, preservatives or additives.
Sip arrives in Selfridges next month and will come in four flavours: mango, elderflower, ginger & lemongrass, and strawberry & mint. A 500ml bottle is £1.49.
"The beauty booster in Sip is an effortless way for women to look and feel good without unappealing self-enforced bans and diets, and while it is not the first water brand with cosmeceutical benefits, it is the first to offer such a spectrum of natural ingredients," said Kate Shapland, who set up the company Sip with publishing guru Kate Cazenove. It would fill a gap in the market for a product that was "more than water, but tasted good enough to be an attractive soft drink," she said.
The company is expecting the range to generate £1m in sales in its first year and is joining forces with a food broker later this year to help gain listings in the multiples. The target audience is health and beauty-conscious women aged between 25 and 50 with on-the-go lifestyles.
The company also plans to add an option for the younger consumer under the Sip brand later this year.
Waters with added health benefits have been growing in stature in recent years as producers of bottled water have continued to encroach on carbonated drink manufacturers' territory.
Works With Water, a brand of nutriceutical drinks; Delicate Balance, a prebiotic flavoured water that enhances good bacteria in the gut; and Eau Man, which is rich in fibre, are just some of the functional offerings to have hit supermarket shelves.
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