The Perfect Soft Drink for Consumers to Treat Themselves
Sanpellegrino®, the UK’s number one premium flavoured carbonated drink[1], has updated its “Classic Italian Taste” range, with a premium look and feel that celebrates the brand’s authentic Italian heritage and indulgent flavours. The range will be supported by a new shopper, consumer and trade marketing campaign, ‘The Classic Taste is Back!’, which will run alongside the launch from summer.
Inspired by its long Italian heritage, the sleek can format has been designed using a traditional Majolica decoration (a popular Italian pottery style), representing the sun-kissed citrus groves and famous pottery style of Sicily. The updated look features a bold, eye-catching design that stands out to shoppers and maximises impact on shelf. The take-home format has also changed to a handy four-pack size, to make it more suitable for retailers to stock in-store.
Sanpellegrino® Classic Italian Taste has been relaunched into the UK market due to popular demand, after the original product was replaced with Sanpellegrino® Tastefully Light. The revamped range with a sleek, sophisticated design, offers shoppers and consumers pure indulgence, with citrusy flavours of sun ripened Italian fruits. Available in two classic Italian flavours, Aranciata (Orange) and Limonata (Lemon), the range meets the demands of the adult soft drinks market and shoppers looking to enjoy a tasty and sophisticated beverage.
Severine Hemms, Shopper Marketing Manager at Nestlé Waters® UK, said “Since 1932, Sanpellegrino® has established itself as a brand that stands for quality. Classic Italian Taste is an indulgent drink to enjoy as tasty treat. The original Sanpellegrino® drinks were truly iconic, loved by fans in the UK. By bringing back the delicious well-known flavours, with a brand new sleek, Italian-inspired design, we aim to meet the growing demand for premium adult soft drinks that can deliver great taste and sophistication during consumption occasions. In some retailers where Classic Italian Taste has been introduced, we have seen incremental growth and customers feedback has been phenomenal so far.”
“As more shoppers actively choose to consume less alcohol, soft drinks, and carbonated soft drinks particularly, are a sought-after alternative. Classic Italian Taste fills this gap for an indulgent, authentic Italian flavoured carbonated soft drink.”
Sanpellegrino® Classic Italian Taste is available now in Booker, Bestway, Acquisto, BP, WHS High Street, Ocado, Waitrose and Sainsbury’s.
[1] Litmus, Convenience, Premium carbonates, MAT 24.12.19
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