Retailers can tap into the fastest-growing area in the soft drinks category with a new water brand from Lucozade Sport, FitWater.

FitWater is available in 600ml bottles, RRP 89p, and is backed by a £3m campaign in September, which includes outdoor advertising and social media activity. PoS is available to retailers.

Claire Higgins, Lucozade Sport senior marketing manager at Lucozade Ribena Suntory, said: “Sales of water have climbed 7.6% in grocery, yet within independents & symbols this figure is only 5.8%, meaning there is a missed opportunity for retailers to grow their sales.”

Check out our tips on how to merchandise your soft drinks range here.