Volvic aims to grow flavoured sparkling category with new offering

With shoppers seeking healthy hydration options and the flavoured sparkling water category in solid growth, Volvic has launched its latest innovation, Touch of Fruit Sparkling Sugar-Free. 

Alongside the launch comes a relaunch of Volvic Touch of Fruit still range to continue attracting shoppers into the flavoured water category.

Bringing something new to the sparkling water category this spring, Touch of Fruit Sparkling Sugar Free combines British spring water with natural fruit flavours. Within flavoured sparkling waters, 76% of value sales come from private label and there is space for a mainstream player to provide more choice within this segment. 

Health is top of mind for consumers, with 57% of UK consumers agreeing they are taking steps to limit or reduce the amount of sugar in their diet. But taste remains key, with one in four saying they would increase their fluid intake if they found a drink that appealed on taste. 

With less than five calories per 330ml serving, shoppers can enjoy the drink in a convenient can format, in three delicious flavours: Strawberry, Mango Passion, and Lemon & Lime.

Committed to enhancing consumer experience, the brand has introduced a new, more modern bottle shape and label design to its Volvic Touch of Fruit still range, made with Volvic Natural Mineral Water, blended with natural flavours. The redesign harmonises the Volvic brand identity across its plain and flavoured water ranges, leveraging the strength of the brand’s equity while communicating taste, naturality and refreshment effectively. 

The new improved recipe for the hero flavour focuses on delivering a delicious and refreshing taste experience, with an aim to recruit new shoppers into the category. The brand will be backed by a 360 campaign across Touch of Fruit still and new sparkling with £5M investment. 

With both plain and flavoured water product ranges, Volvic continues to be the leading water brand in the convenience category, with Volvic Touch of Fruit demonstrating remarkable value and volume performance in the convenience channel. Ahead of the total market which grew by 12.4 percent over the same period5.

Gemma Morgan, Category Marketing Director Beverages at Danone, said:

“As consumers continue to choose health-conscious products, Touch of Fruit Sparkling embraces this trend, offering a delicious and refreshing beverage that is sugar free without compromising on taste.

With our captivating flavours, we believe that making water tasty helps to drive healthier habits. The revamp of the Volvic Touch of Fruit bottle design and a new hero strawberry flavour recipe aims to encourage new shoppers to reappraise the flavoured water category as a tasty way. We’re excited to see the strong standout of our harmonised brand identity on shelf.”

Touch of Fruit Sparkling is now available as single cans in wholesale and convenience stores, and as multipacks in Tesco and ASDA stores in the UK. Other stockists to follow include BP, Co-op, Morrisons and other major retailers soon to be announced. 

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