The burgeoning water enhancer category is set for a new arrival in the shape of Stur Drinks, the number one all natural water enhancer in the US, offering a healthy, premium and innovative alternative to UK retailers.
The range has been developed to encourage greater hydration and is aimed at women aged 25-55 who lead an active lifestyle. The 30 serving (50ml) pocket-sized enhancer contains natural fruit and tea flavours extracted from real fruit and black tea, and is high in Vitamin C, containing 100% of the recommended allowance in every squirt – considerably more than other leading juice drinks. Each bottle also contains zero sugar, calories and fat and is free from artificial sweeteners, flavours or colours.
The launch follows the brand’s success in the US where Stur has quickly established itself as the leading natural offering within the water enhancer category – the largest growing sector in the States, currently worth more than $400m and is set to rise 30% by the end of 2014*. With the UK market showing similar potential and expected to grow significantly in the next five years, Stur provides a unique offering delivering on both taste and health.
Launching in six premium natural tea and fruit flavours, specifically developed for the UK market – Peach Tea, Lemon Tea, Cranberry Pomegranate, Orange Mango, Green Apple and Blackcurrant Apple – each patent designed bottle is lightly sweetened with natural stevia extract, with a recommended RRP from £3.49.
Founded by Neel Premkumar for his wife so she could drink more water naturally when pregnant, the family run company is passionate about better health and providing great tasting, premium products that meet the needs of today’s consumer.
Phil Annett, Managing Director for Stur Drinks Europe comments; “We are thrilled to be launching in the UK and addressing the need for a delicious, healthy and more natural way to drink more water. Stur provides convenient on-the-go hydration and is a practical and enjoyable way for women to drink the recommended eight 200ml glasses of fluids per day**. The added benefit of being high in Vitamin C may also contribute to a healthy immune system and help combat tiredness and fatigue.”
“As the water enhancers market is experiencing strong growth in the UK, we are confident that the range will be well received by women who are looking for a soft drinks offering that fits into their busy lifestyle and also tastes great.”
Quantitative research with Leatherhead Food Research*** has supported the launch and been very encouraging with 80% of consumers declaring a purchase intent after trying the range. Mia Narpreet Research Manager at Leatherhead Food Research commented “Stur is one of the best testing concepts and products we have screened in recent years.”
The launch is being supported by women’s press campaign, targeted PR programme, social media drive and outreach to influencers including health practitioners and doctors. Consumer sampling activity will also support the launch and drive trial and awareness of Stur. The activity launched last month with a major campaign for dieticians, nutritionists and primary care nurses to support the practice of drinking more water.
For sales and distribution enquiries please call +41. (0)79 237 4571
* Nielsen Strategic Planner 29/3/2013
** As recommended by The European Food Safety Authority
*** Research was carried out in February 2014 with Leatherhead Food Research in which female consumers aged 25+ provided feedback on the product range. 86% loved the packaging design and ease of use of the bottle and 80% declared a purchase intent.
Tel: +41. (0)79 237 4571