Volvic Touch of Fruit has unveiled its first ever added benefit innovation: Touch of Fruit Pineapple & Orange Vitality with added vitamin B6. The product is available in 1.5L (rrp £1.10) and 6x1.5L packs. The new line is low in sugar, made with natural flavours and no artificial sweeteners. It is suitable for vegans and vegetarians and comes in a 100% recyclable bottle.
Health continues to be a top priority for consumers, and Danone claims to be seeing growth of +21.7% within the added benefits segment (IRI marketplace 52 weeks at 27/12/2020 vs YA), adding that this segment is driving +9.8% of growth for the flavoured water category.
The firm claims that orange flavour is the second biggest flavour in the soft drink category (IRI 52 weeks 27/12/2020) whereas all exotic flavours are seeing a double-digit growth (ibid). The orange and pineapple combination itself has been growing by +13.4% ( IRI 52 weeks 27/12/2020 vs YA).
Marie Chaigneau, brand manager at Danone Waters UK & Ireland, said: “This year, we’re excited to deliver for consumers looking for natural flavours with an extra boost of vitamin. According to Mintel, “36% of people would like more information on how to improve their energy levels” [Mintel, November 2020] and the new Volvic Touch of is a great option for them, as its added vitamin B6 helps to reduce tiredness and fatigue.”