Aqua Libra, the best-performing infused sparkling water brand[1], is introducing a Raspberry & Blackcurrant flavour to its range from 1st March. The launch will join the current line-up – Cucumber, Mint & Lime and Pineapple & Grapefruit – in single 330ml cans, with a multipack rolling out in May to capitalise on the take-home occasion. It will help attract new shoppers to the flavoured hydration segment by offering consumers a wider choice, with a zero sugar, zero calorie drink that appeals to the increasing number of health-conscious shoppers.
Plain water is under increasing pressure with 52% of consumers stating it is ‘boring’, it has the second highest number of serves – following dilutes – but the growth in these serves is behind flavoured hydration. Given that 56% of plain water buyers also buy into flavoured options, retailers stocking Aqua Libra Raspberry & Blackcurrant will help divert shoppers from the declining plain water segment and strengthen soft drinks as a whole[2].
Phil Sanders, out of home commercial director at Britvic, comments: “Infused sparkling water is performing ahead of water plus and total soft drinks, as more consumers search for healthier, less sweet or sweetened offerings for hydration[3]. By expanding the Aqua Libra range we are offering customers choice across flavoured hydration and supporting retailers in unlocking further category growth. This will help them in catering for an increased number of shoppers as more and more shop locally amidst the Covid-19 restrictions because of the locality, sense of community and desire to avoid large amounts of people.”
Aqua Libra Raspberry & Blackcurrant will be available in single 330ml cans with an MRSP of £1 and packs of 24 at an MRSP of £15.96. The new multipack of four at an MRSP of £3.00, will launch in May this year.
[1] Nielsen, Total Coverage, Value Rate of Sale of Infused Sparkling Water Brands within Water Plus, 12 w/e to 02.01
[2] Kantar Usage – ‘Why Consumed’ – Total Soft Drinks Sectors – Occasions –3 Year Data we 09.08.20
[3] Nielsen Total Coverage MAT 02.01.21 yoy value growth = 33% for ISW vs -15% for Water+
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