Following the hugely successful introduction of Hydr8 earlier this year, Highland Spring Group has now extended the range to include flavoured water. In trade this month (August 2011), ‘Hydr8 Flavours’ is the Group’s first ever flavoured water brand launch.
The three natural fruit flavours; Lemon & Lime, Orange & Passionfruit and Strawberry & Kiwi are available in 12 x 500ml packs and, as with the unflavoured brand, are aimed at price conscious consumers looking for locally sourced products.
Following its introduction to the market in March 2011, Hydr8 has been the fastest selling unflavoured brand launch by value in the take-home sector in the last six years and is already the 13th largest brand by volume (Nielsen, Total Take-home 12 w/c 09.07.11).
The new Hydr8 Flavours range offers consumers a great tasting refreshing alternative to sugar sweetened beverages. Each flavour is 100% sugar free and uses only natural fruit flavourings with every 500ml bottle containing less than eight calories.
As a low cost, flavoured bottled water, Hydr8 is in the optimum position for growth. The flavoured water market is growing by around eight per cent year on year with more shoppers buying flavoured water more often and in bigger volumes (Kantar April 2011). Value waters account for 12.3 per cent of total water sales and are growing at five times the rate of other waters (Zenith International 2011).
Richard Beeston, head of marketing for the Hydr8 brand said: “This is an exciting milestone for Highland Spring Group as we make our first foray into the branded flavoured water market. We’ve had fantastic success with sales of unflavoured Hydr8 which has quickly given us a strong position in the value water sector.
“As a value for money flavoured water, Hydr8 Flavours can help drive incremental sales growth in the soft drinks category. It provides great tasting, low calorie refreshment and ticks an important box by meeting growing consumer demand to drink locally sourced British water.”
Glasgow based 999 Design created the fresh new packaging which features coloured caps aligned to the flavours.
Hydr8 Flavours is targeted at the wholesale, cash and carry and food service sectors.
For stockist enquiries call Highland Spring Group on 01764 660500.
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