Volvic has reformulated its Juiced water range to reduce sugar levels in response to the growing consumer demand for tasty and healthier beverage choices.
Available from November, all new VolvicJuiced variants will contain reduced sugar levels of 4.9g per 100ml.
Tom Hickton, marketing manager at Volvic, said: “We know consumers are looking for soft drinks that contain less sugar without compromising on taste. We believe Volvic Juiced is the perfect answer to this need. Our research tells us that delivering a great product that contains less sugar increases purchase intent in over two thirds of consumers (MMR research July 2016), so this offers a real opportunity for retailers to grow their category sales.”
Alongside the launch, the 50cl range is moving from a 6x50cl case to a better value 12x50cl version. This change helps to standardise the range in line with competitors whilst increasing the margin for independent retailers with an improved POR of 49.6% (based on an RSP of 99p and a WSP of £4.99 for a case of 12 bottles).
All these improvements will be communicated to consumers via a £1m nationwide marketing campaign throughout 2017.