Aqua Libra refreshes its look and launches new Blueberry & Pomegranate flavour to quench shoppers’ thirst

Aqua Libra, the UK’s number 1 infused brand in growth[1], is unveiling a bold rebrand across its entire still, sparkling and infused sparkling water portfolio this September. Featuring a refreshed design and colour palette, the new packaging aims to re-engage shoppers and accelerate brand growth and growth across the total water category. In addition, Aqua Libra is launching a new Blueberry & Pomegranate infused sparkling water flavour in line with the new look and feel.

There’s a clear opportunity for brands to add value beyond plain tap water by delivering on health, sustainability, and modern lifestyle appeal – such as through Aqua Libra’s infinitely recyclable cans. As younger shoppers seek more from hydration, a white space is emerging for brands that meet these evolving needs. With its sleek new cans, Aqua Libra is the premium trade-up; a taste-led alternative that gives consumers a reason to choose premium packaged water, and gives retailers a must-stock to drive value and growth in the chiller.

The Aqua Libra brand is already worth £10.3 million RSV[2], and answers the demand for  water. The rebrand is set to remind shoppers of this, and bring consumers back into the £2 billion RSV total water segment[3], through a new visual identity that reflects consumers’ values and lifestyle choices.

Retailers have an opportunity to drive further excitement and penetration in the category through new and interesting flavours such as Aqua Libra’s new Blueberry & Pomegranate product. In fact, 38% of consumers look to for new flavours to try out most or all of the time[4], and well-known, trusted brands play a key role in providing flavour options, in line with this trend.

Russell Goldman, Managing Director of Breakthrough Brands at Carlsberg Britvic, comments: “We know that consumers of all demographics are becoming more engaged with hydration and the associated health credentials, especially those in the younger generations such as Gen Z. This trend is only set to grow, and brands need to innovate to fit a variety of consumption occasions. So, with Aqua Libra’s move to sleek cans, modern new visual identity and clear health credentials, we’re providing retailers with the tools they need to captivate this group.

Our creative new look aims to support retailers in upgrading their total water offerings. In fact, our new Aqua Libra visual identity will allow retailers to show their customers that they are keeping ahead of the curve, stocking brands that Gen Z and Millennials value while adding excitement and flavour to their hydration occasions. Ultimately, this will allow them to appeal to the next generation of younger consumers to support in boosting their sales long term.”

Created by Magpie Studio, in collaboration with award winning illustrator Christoper DeLorenzo, the new packaging design features water cues, a refreshed logo, and updated illustrations on-pack, which will feature across the brand’s entire range rolling out now. This includes Aqua Libra’s 330ml and 500ml cans and multipacks, alongside its recently launched refillable metal bottle. 

Available to the grocery, convenience and wholesale channels, Aqua Libra Blueberry & Pomegranate (RRP: £3.65 for 4x330ml cans.) will be hitting shelves across Sainsbury’s from 8 September. The activity will be supported by Aqua Libra’s Purely Positive Drinking activation campaign, kicking off from October.