Volvic Touch of Fruit launches its first ever added benefit innovation: Touch of Fruit Pineapple & Orange Vitality with added vitamin B6*. With this innovation, the UK’s number 1 flavoured water brand Volvic Touch of Fruit** is securing its position as both a tasty and a healthy beverage, unlocking a real consumer need for healthy options when choosing a soft drink.
Volvic Touch of Fruit Pineapple and Orange Vitality with added vitamin B6 is low in sugar, made with natural flavours and no artificial sweeteners. It is suitable for vegans and vegetarians and comes in a 100% recyclable bottle.
Health continues to be a top priority for consumers, and we are seeing growth of +21.7%*** within the added benefits segment. This segment is driving +9.8% of growth for the flavoured water category which makes new Volvic Touch of Fruit Vitality a great option for them as its added vitamin B6 helps to reduce tiredness and fatigue.
Touch of Fruit is capitalising on its unique position as a tasty and low in sugar or sugar free beverages, bringing consumers an all-time favourite Orange and Pineapple flavour. The orange flavour is the 2nd biggest flavour in the soft drink category***** whereas all exotic flavours are seeing a double-digit growth*****. The orange and pineapple combination itself has been growing by +13.4%******.
Marie Chaigneau, Brand Manager at Danone Waters UK & Ireland, comments on the launch:
“This year, we’re excited to deliver for consumers looking for natural flavours with an extra boost of vitamin. According to Mintel, “36% of people would like more information on how to improve their energy levels” **** and the new Volvic Touch of is a great option for them, as its added vitamin B6 helps to reduce tiredness and fatigue. With its delicious blend of pineapple and orange flavours, this will no doubt be a popular addition to the Touch of Fruit range alongside our other iconic flavours.”
The product is currently launching nationwide, available in 1.5L (RRP: £1.10) and 6x 1.5L packs.
*Vitamin B6 contributes to the reduction of tiredness and fatigue
** IRI data 52 weeks 27/12/2020
*** IRI marketplace 52 weeks at 27/12/2020 vs YA
**** Mintel – Healthy Lifestyles: Inc Impact of COVID-19 – UK, November 2020
***** 1.021BN value sales in 2020 – IRI 52 weeks 27/12/2020
****** IRI 52 weeks 27/12/2020 vs YA