Coca-Cola European Partners (CCEP) has unveiled its biggest innovation in glacéau smartwater since the brand launched in 2014 with the introduction of a new lightly sparkling variant.
glacéau smartwater sparkling, available in a 600ml PET bottle (RRP 60p) and a 6x600ml multipack (RRP £2.39), comprises vapour distilled spring water with added electrolytes.
Its introduction will see the brand disrupt the existing sparkling water market, which currently makes up 15 per cent of the total plain bottled water sector and has enjoyed 8.6% growth over the past year as consumers become increasingly health conscious.
The variant will feature light blue details to differentiate it from the original variant.
To support the launch, retailers will be supplied with point of sale materials that highlight new glacéau smartwater sparkling alongside the original variant. This forms part of glacéau smartwater’s £10million two-year communications plan that began in Spring 2016, with the brand’s outdoor advertising campaign set to highlight both the still and sparkling variants.
CCEP’s glacéau smartwater has become the fastest-growing water brand with 80.6% year-on-year growth, with a value of £31.1m (AC Nielsen MAT Total GB to 03/09/2016).