Raspberry & blackcurrant is the latest Aqua Libra variant, joining cucumber, mint & lime and pineapple & grapefruit, in single 330ml cans (rrp £1) and packs of 24 (rrp £15.96), with a multipack of four (rrp £3) rolling out in May to capitalise on the take-home occasion.
Britvic claims that the zero sugar, zero calorie drink is the best-performing infused sparkling water brand [Nielsen, Total Coverage, Value Rate of Sale of Infused Sparkling Water Brands within Water Plus, 12 w/e to 02.01].
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, states Britvic. 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 [Kantar Usage – ‘Why Consumed’ - Total Soft Drinks Sectors – Occasions –3 Year Data we 09.08.20], the firm claims.
Phil Sanders, out of home commercial director at Britvic, says: “Infused sparkling water is performing ahead of water plus and total soft drinks, as more consumers search for healthier, less sweet or sweetened offerings for hydration [Nielsen Total Coverage MAT 02.01.21 yoy value growth = 33% for ISW vs -15% for Water]. By expanding the Aqua Libra range we are offering customers choice across flavoured hydration and supporting retailers in unlocking further category growth. This will help them in catering for an increased number of shoppers as more and more shop locally amidst the Covid-19 restrictions because of the locality, sense of community and desire to avoid large amounts of people.”