Expansion of the range follows success of 10L Hydration Pack 

Highland Spring is introducing a new 5L Fridge Pack, a first for the category which builds on the success of their 10L hydration pack which launched in 2021. The new addition to the Highland Spring range demonstrates the growth opportunity for large format dispense solutions.

This 5L format is a natural extension to the Highland spring range, offering consumers a larger pack size of natural source water that can be enjoyed in or out of the home, fresh from the fridge. These large format packs tap in to a continuing consumer trend for alternative packaging solutions. The 5L fridge pack keeps fresh for up to four weeks once opened.

Available in ASDA stores from early March before rolling-out into other grocery and online retailers, the exciting new 5L pack size is the most requested size by consumers, (after 10L), and offers a more compact solution for shoppers as the trend for staycations and ‘the big shop’ continues.

Mike Buckland, Consumer Marketing Controllor at Highland Spring, comments:

“The new 5L fridge pack is a natural extension to our range in a tried and tested format. We have seen from the success of our 10L Hydration Pack that consumers were looking for additional dispense solutions. The 5L pack meets on-the-go and at home decanting occasions and fits perfectly in the fridge. This new addition underlines our focus on innovation which delivers formats for every consumer occasion. 

“The new space efficient 5L fridge pack should be merchandised in-store with Highland Spring multi-pack formats, mid-shelf for ease of handling. The easy-to-store pack also provides a solution that supports online delivery streams, offering convenience and enabling us to reach more shoppers.”

Research shows consumers are looking for good value for money, good quality and something that is pure and natural[1]. 48% of current bottled water buyers said a large dispense still water format from Highland Spring would be very appealing, and 1 in 2 shoppers said they would include it in their online shop[2]. This new innovation, delivers strong consumer appeal for a pack that provides better value for money, uses less plastic, can be stored in the fridge and stays fresh for longer once opened, than other formats.

The new Highland Spring Still Water 5L hydration pack provides the flexibility for anytime and any occasion, with consumers finding it appealing for general drinking at home (56%), social gatherings (34%) and decanting into smaller bottles (36%), as well as picnics and BBQs (43%) and camping and caravan holidays (38%)[3]. The hydration pack also saw appeal for use at work.

The 10L Hydration pack has been a great success in both terms of attracting a loyal group of shoppers and also bringing lost shoppers back in the water category. Since launch over 45% of sales were incremental to the category and over 1/3rd of consumers have bought the product multiple times.

The launch of Highland Spring’s 5L hydration pack will be amplified by an integrated marketing campaign, including shopper marketing, as well as social, PR and digital support.

[1] Highland Spring commissioned research August 2020 (Base 742 consumers)

[2] Highland Spring commissioned research August 2020 (Base 742 consumers)

[3] Highland Spring commissioned research August 2020 (Base 742 consumers)

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