Feel Good Drinks set to infuse water category with innovative sales

Feel Good Drinks is making a splash in the water category for the very first time with a 100% natural ready-to-drink water, infused with three delicious flavour combinations.  Launching in to the grocery channel in April, the new Infusions range is 100% natural, unsweetened water, with a hint of flavour. Feel Good Water targets individuals looking for easy access to healthy hydration on the go. Available in 400ml and 1 litre variants, the launch is being supported by a £1million above the line campaign.

Feel Good Drinks is extending its portfolio of soft drinks with the addition of a brand new Infusions range; naturally flavoured waters that never contain any added sugar. The launch targets female urbanites and is set to propel the brand into the growing water category, which is now worth over £1bn and gaining momentum as the third largest sector in soft drinks.

The new range, includes three refreshing flavour combinations for the contemporary palette. The 100% natural flavours include: Strawberry & Mint, Lemon & Elderflower, and Apple & Rose with a hint of geranium, which are available in 400ml and 1 litre formats, for both on-the-go and sharing occasions.

The launch will be supported by a £1million above the line campaign from April 2017 and will include mass sampling, sponsorship, outdoor media and experiential.

Ed Jones, Senior Customer Marketing Manager says: “This is ground breaking territory as there’s nothing else like it on the market targeting the health conscious consumer.  We’ve taken demand for flavoured water – which is growing at +2% year-on-year1 – and the desire for a healthier alternative, which is driving ordinary water sales, to create an Infused water range that sits between the two.

“We’ve already seen consumers embracing the trend of infusing water by adding fruit to their water bottles. Feel Good Water makes that even easier. It also capitalises on the flavoured water trend, which is more popular than ever with the number of households buying flavoured waters increasing to over 12 million. Consumers of flavoured water are also buying into this category more often than last year, so it’s the perfect time to be catapulting the brand into new territory following a successful relaunch last year.”

Nielsen Scantrack Value Sales, Total Coverage, MAT 28.01.17

Nielsen Homescan, Total Coverage, MAT 28.01.17

The  Feel Good Drinks Co

http://www.feelgooddrinks.co.uk