Feel Good Drinks is extending its portfolio of soft drinks with the addition of a brand new Infusions range; naturally flavoured waters with no added sugar.
The launch targets female urbanites and is set to propel the brand into the growing water category, which is now worth over £1bn and gaining momentum as the third largest sector in soft drinks (Nielsen, 28.01.17).
The new range, includes three flavours: strawberry & mint, lemon & elderflower, and apple & rose with a hint of geranium, which are available in 400ml and 1 litre formats, for both on-the-go and sharing occasions.
The launch will be supported by a £1million above the line campaign from April 2017 and will include mass sampling, sponsorship, outdoor media and experiential.
Ed Jones, senior customer marketing manager says: “We’ve already seen consumers embracing the trend of infusing water by adding fruit to their water bottles. Feel Good Water makes that even easier. It also capitalises on the flavoured water trend, which is more popular than ever with the number of households buying flavoured waters increasing to over 12 million.”