Aqua Libra, the best-performing infused sparkling water brand[1], is introducing a Raspberry & Blackcurrant flavour to its range from 1st March. The launch will join the current line-up – Cucumber, Mint & Lime and Pineapple & Grapefruit – in single 330ml cans, with a multipack rolling out in May across all flavours to capitalise on the take-home soft drinks occasion. It will attract new shoppers to the flavoured hydration segment by offering consumers a wider choice, with a zero sugar, zero calorie drink that appeals to the increasing number of health-conscious shoppers.
Plain water is under increasing pressure with 52% of consumers stating it is ‘boring’, it has the second highest number of serves – following dilutes – but the growth in these serves is behind flavoured hydration. Given that 56% of plain water buyers also buy into flavoured options, retailers stocking Aqua Libra Raspberry & Blackcurrant will help divert shoppers from the declining plain water segment and strengthen soft drinks as a whole[2].
Ben Parker, at home, commercial director at Britvic, comments: “Infused sparkling water is performing ahead of water plus and total soft drinks[3], and the rollout of Aqua Libra multipacks in May will help retailers capitalise on the at-home occasion. Health-conscious shoppers are looking for different options that keep their consumption varied, particularly during the current climate where they have been spending more time at home.”
Aqua Libra Raspberry & Blackcurrant will be available in single 330ml cans with an MRSP of £1 and packs of 24 at an MRSP of £15.96. The new multipack of four at an MRSP of £3.00, will launch in May this year.
[1] Nielsen, Total Coverage, Value Rate of Sale of Infused Sparkling Water Brands within Water Plus, 12 w/e to 02.01
[2] Kantar Usage – ‘Why Consumed’ – Total Soft Drinks Sectors – Occasions –3 Year Data we 09.08.20
[3] Nielsen Total Coverage MAT 02.01.21 yoy value growth = 33% for ISW vs -15% for Water+
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