Coca-Cola Enterprises Ltd is to launch a new bottled water brand into the UK.
Glacéau Smartwater will be available from August in 600ml (rrp 57p) and 850ml (rrp 89p) PET bottles. The brand was first launched in the US in 1996 and its UK launch will be supported by a TV, digital, outdoor, print and sampling marketing campaign. This will be first European market for the brand and it is hoped Glacéau Smartwater will help grow the £1.38bn bottled water category.
VP of sales & marketing at Coca-Cola Enterprises Nick Canney said: “We have seen the success that the brand has delivered in the US and we will look to replicate that in GB by providing shoppers with a product that offers great value for money and is clearly differentiated from other brands on the market. By expanding our portfolio we are offering our customers further opportunities to capitalise on the growing bottled water category and we are committed to providing retailers with a choice of drinks that suit their shoppers’ lifestyle.”
He added that this was the latest in a line of innovations for CCE. “Glacéau Smartwater is part of our ongoing programme of innovation, which over the last year has included the Share A Coke campaign, the introduction of the slimline 250ml Coca-Cola can, the new Coca-Cola Take Home PET range and most recently Oasis Mighty Drops.”