The water brand has launched a 12 can variety pack into retailers nationwide
Aqua Libra, the UK’s fastest growing infused sparkling water brand, has expanded its range with the launch of a 12 can variety pack into major retailers nationwide. Aqua Libra’s Infused range is clean-label flavoured water, and this move taps into the increasing demand for flavoured water alternatives, where Aqua Libra is already growing ahead of the category as shoppers move away from traditional soft drinks in favour of low sugar refreshments.
The new variety pack is designed to cater to more frequent hydration occasions, and features four cans of each of Aqua Libra’s flavours, including Raspberry & Blackcurrant, Cucumber, Mint & Lime, Blood Orange & Mango, and Watermelon & Strawberry. 38% of consumers look for new flavours to try out most or all of the time, and by allowing trial of the entire range, the variety pack aims to encourage repeat purchase through flavour discovery.
Hydration is becoming a top concern for consumers, with 80% believing they need to drink more water. More than ever, consumers need hydration solutions that fit into their everyday lives, whether at home, on-the-go or at work, so Aqua Libra’s latest launch is perfectly placed to cater to this and aims to convert occasional flavoured water buyers into habitual users.
Russell Goldman, Managing Director of Breakthrough Brands at Carlsberg Britvic, says, “We know that consumers of all demographics are becoming more engaged with hydration and the associated health credentials, and consumers are beginning to explore the water category through new flavours. At Aqua Libra, we want to deliver great flavour choices without compromising on calories, artificial additives, and most importantly taste, so we are really excited to bring this new variety pack to consumers nationwide.”
The variety pack follows the continued success of Aqua Libra’s individual flavours, including its new Blueberry & Pomegranate flavoured sparkling water, which has had a strong rate of sale since launch. Aqua Libra is also the fastest growing water brand in the on-trade.
The Aqua Libra variety pack is available in major retailers nationwide, including Waitrose and Ocado, RRP £9.00
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