Coca-Cola European Partners (CCEP) has launched three new Glacéau Smartwater sparkling flavoured variants with zero sugar, zero calories, and all natural flavours in its next step to help retailers offer more choice to consumers.
The Berry & Kiwi, Lemon and Green Apple SKUs (600ml PET bottle) join the portfolio and will be available from the end of May as part of a phased launch plan throughout the summer.
The vapour distilled lightly sparkling water with a drop of natural fruit flavour will benefit from the brands’ bold, simplistic look appealing to young health-conscious shoppers.
The extension of Smartwater is set to disrupt the flavoured sparkling water sector in the same way the core range has. Since its introduction in 2014, smartwater has become the number three IC water brand (AC Nielsen 25.03.17). A sparkling variant launched in November last year has also helped with the success of the brand and in 2016 the brand delivered 40% of the bottled water category growth (AC Nielsen 20.12.16).
The launch will be supported by an ongoing £5.4 million nationwide smartwater marketing campaign which will include advertising, PR, sampling and in-store POS materials.
Simon Harrison, operational marketing director, GB, Coca-Cola European Partners, said: “smartwater already has a proven track record of disrupting the instant consumption water sector. Its success puts the brand in a good position to unlock opportunities in the sparkling flavoured sector, bringing in younger shoppers and offering great tasting refreshing drinks for the summer months and beyond.
“The new flavours form part of CCEP’s continued focus on the innovation of low and zero sugar products to meet the demands of health conscious consumers. The arrival of these new flavoured sparkling variants of smartwater demonstrates how we’re continuing to energise our portfolio of leading brands, offering more choice to consumers and helping to drive sales for our retail customers.”