Highland Spring has expanded into the sparkling flavoured-water category, with the launch a fruit-flavoured can range, available from April.
Highland Spring Flavoured Sparkling Water is available in three flavours, pear & elderflower, blackberry, plum & hibiscus and rhubarb & ginger in 330ml cans (RRP £1.15) and packs of four (RRP £3.25), which is a first for the brand.
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Each flavour is naturally sweetened with apple juice to “deliver a fuller flavour”, contain no added sugar or artificial sweeteners and are less than 35 calories.
The launch will be supported with a social media and digital campaign, as well as further in-store activity focused on driving trial and repeat purchase.
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Carol Saunders, head of marketing at Highland Spring, said: “The canned sparkling flavoured water category has experienced encouraging growth in the past 12 months, up 40% to a value of £4.9m. However, many premium flavoured waters are not meeting consumer needs; taste being the biggest issue and lack of flavour driving repeat purchases.
“The growth in the sparkling flavoured water category over the last year has been impressive. There is still significant headroom for more, with the provision of a well-known brand, such as Highland Spring, to drive awareness, trial and repeat purchase.”
“Eighty per cent of consumers said a fuller-flavoured drink from Highland Spring would be appealing, with the top three drivers for purchase being natural ingredients, no added sugar and no artificial sweeteners.”
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