Highland Spring has kicked off 2020 by overtaking Evian as Britain’s number one plain bottled water brand.
As Britain’s No.1 plain bottled water brand, Highland Spring now holds a 17.3% category share[1]. In addition, the brand’s 12.3% value growth YoY[2] makes Highland Spring the biggest contributor to the growth of the total soft drinks category in 2019[3].
“Industry-leading environmental initiatives, distribution gains and a 2017 relaunch have been crucial to the brand’s success. Since the relaunch Highland Spring has been in consistent growth with more shoppers buying Highland Spring than any other brand[4]” says Carol Saunders, Head of Marketing at Highland Spring Group.
“We are also leading the way on environmental sustainability,” she says. “This sits at the heart of everything we do and is increasingly important to our retail partners. We are all working together on the same agenda.
“Last year saw the nationwide launch of our Highland Spring eco bottleTM in 500ml and 750ml on the go formats plus our ‘Wild-Life’ kids eco bottle 6 pack. Continuing this momentum, 2020 will see the launch of the Highland Spring Sparkling eco bottle. Like our existing eco range all the bottles will be made from 100% recycled and recyclable plastic[5].
“This marked a significant milestone in our commitment to developing intelligent, sustainable innovations in NPD and packaging, keeping plastic in the circular economy and out of landfill.”
Sustained marketing investment has also been key to driving the brand’s success. Last year saw the relaunch of the brand’s sparkling range followed soon after by the launch of its £1m Remarkabubble campaign. This marked the brand’s biggest ever push for sparkling water as an everyday treat no longer reserved for special occasions.
Another key reason for this success is the brand’s distribution partnership with Lucozade Ribena Suntory (LRS). This extends Highland Spring’s reach into the impulse and convenience channels and ensuring the brand is available to more consumers nationwide.
As the brand moves into 2020, innovation will be key to driving growth in the coming year. Highland Spring is promising continued support across multiple channels, including investment in the brand to help reach new audiences, and a continued focus on NPD and packaging solutions.
[1] Nielsen Value & Volume MAT 28.12.19
[2] Nielsen Value & Volume MAT 28.12.19
[3] Nielsen Homescan MAT 28.12.19
[4] Nielsen Homescan MAT 28.12.19
[5]The bottles are made from 100% recycled plastic. Label and cap are not made from recycled plastic. Bottle, label and cap are 100% recyclable
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