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Britvic is introducing a refreshing new flavour to its infused sparkling water brand, Aqua Libra, from early April, supported with a new pack design across the range, to add fizz to retailers’ summer sales. Aqua Libra Cucumber, Mint & Lime appeals to consumers’ changing tastes and habits and will help retailers to drive growth in the water plus segment, currently worth £297m[1].

Complementing the existing Raspberry & Apple and Grapefruit & Pineapple flavours, Cucumber, Mint & Lime combines a range of on-trend flavours and is crisp and refreshing for the summer months – a crucial period for retailers’ soft drinks sales. Aqua Libra is the perfect choice for people who prioritise health but don’t want to compromise on a great taste. With 85% of the population trying to be healthier[2] and 53% stating that sparkling flavoured water is a good alternative to traditional carbonated soft drinks[3], the UK market is at the beginning of its promising journey into the infused water market, following its explosion in the US.

Rachel Phillips OOH Commercial Director at Britvic, comments: “Following the introduction of the soft drinks industry levy, we’ve seen a significant uplift in people switching from full sugar drinks into low and no added sugar alternatives across the board, demonstrating that consumers are not afraid to try new low or no calorie drinks. Aqua Libra has no sugar, no sweeteners and no calories, and we are confident that the new flavour will help the brand challenge the rules of soft drinks as it offers consumers a soft drink that is as healthy as it is tasty.”

Aqua Libra is also introducing a new pack design across the range which will go live in stores from May and help to drive retailers’ sales by increasing visibility on shelves. The new packaging will further highlight that Aqua Libra has no sugar, no sweeteners, and no calories.

The 330ml Cucumber, Mint & Lime flavour will be available from early April. The campaign will be supported by in-store activation, events sampling and digital.

[1] Nielsen Scantrack, Total Coverage, 52w/e 16.02.19

[2] IGD ShopperVista, Health, nutrition and ethics monthly shopper update – February 2019

[3] Mintel, Bottled Water – UK – March 2018 report

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