Volvic is relaunching its Touch of Fruit range with 50% less sugar and new packaging.
Available nationwide from June, the reformulated range uses stevia to sweeten to half the sugar content of the drinks, from 4.8g per litre to 2.4g.
Jacqueline Lane, UK & Ireland brand manager for Volvic, said: “We know more than ever that consumers are aware of their sugar intake and actively trying to reduce it where possible, seeking ‘healthier’ options.
”People are looking to brands and manufacturers to help them make health conscious choices, and the new reduced sugar Volvic Touch of Fruit original range, does just that. We’re incredibly proud of the reformulated product, we worked hard to ensure we got the recipe just right, reducing the sugar without compromising on the taste.”
The Volvic Touch of Fruit relaunch will be supported with the brand’s biggest ever out-of-home marketing campaign, ‘Well that’s refreshing’.
Running from July 30 until the end of August and backed by an investment of more than £2.5million, the new campaign will celebrate the unique portfolio of low sugar and sugar free Touch of Fruit drinks.
The new reduced sugar Strawberry and Lemon & Lime variants, and the special edition Watermelon sugar free flavour will also feature in the campaign.
The new reduced sugar Volvic Touch of Fruit range and Touch of Fruit Sugar Free range, featuring new look packaging, will be available to retailers nationwide from next month in a range of formats. (50cl rrp 80p, 1.5 litre rrp £1 and 5 x 50cl rrp £3)