Volvic has announced the launch of Volvic Vitamin+, marking the brand’s “first entry into the functional hydration category in the UK and Ireland,” it said.
Rolling out across the UK and Ireland from 6 April, the new range combines Volvic’s mineral water with added magnesium and essential B and C vitamins, helping to reduce tiredness and fatigue and support normal energy-yielding metabolism.
Against a backdrop of accelerating consumer demand for drinks that combine health credentials with great taste, Volvic Vitamin+ is set to attract new customers into the market and expand the category’s shopper base.
Thw two new flavours (Peach and Rasperry) are available in 75cl PET bottles, suited to retailers’ meal deal fixtures and on-the-go consumption.
Victoria Pham, Danone’s head of category and commercial strategy for UK&I beverages, said: “Consumers are changing the way they think about what they drink. With 67% of UK soft drink consumers preferring a drink with health benefits over taking a supplement offering equivalent benefits, it’s clear people are looking for convenient, everyday ways to support their health and wellbeing.
“Backed by two years of strong performance in Europe and clear consumer demand here in the UK, we’re excited to scale into functional hydration. The move reflects our confidence in the category’s future, with strong growth expected in the year ahead”.
The range will be available in the UK at major retailers priced at £2.20 RRP.
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