Glacéau Smartwater was first launched in the US in 1996. The brand has grown strongly in the last seven years and is now the leading premium water brand in the US.
Great Britain is the first market in Europe to launch Glacéau Smartwater and will be looking to replicate some of the success it has enjoyed in the US.
Reflecting Coca-Cola’s Made in GB commitment, Glacéau Smartwater will be produced and bottled in Northumberland. To support its launch, £3.5m has been invested in the production facility at Morpeth. The brand becomes the 22nd in Coca-Cola Great Britain’s portfolio.
The £1.38bn UK bottled water category has grown +6% year-on-year and is forecast to increase by a further 8% over the next three years.
Glacéau Smartwater is made from British spring water that’s vapour-distilled before electrolytes are added to give it a crisp, clean taste. In tests, consumers responded positively to the concept and design of Glacéau Smartwater and see it as different to current brands available.
Coca-Cola GB & Ireland general manager Jon Woods said: “Glacéau Smartwater presents a great opportunity for us to grow our presence in the water category. We have seen the success the brand has delivered in the US market and look forward to offering consumers a premium brand without the premium price. We now have 22 brands in the UK, including many low- or no-calorie options, and provide people with a wide range of drinks to suit their lifestyle.”
Glacéau Smartwater launches at a time where the UK bottled water market is going from strength to strength. Coca-Cola Great Britain has an existing water brand, Schweppes Abbey Well, which was the official water brand for the London 2012 Olympic and Paralympic Games. Glacéau’s existing UK portfolio includes Glacéau Vitaminwater, a range of low-calorie hydrating drinks with essential vitamins and minerals.
As part of CCGB’s broader commitment to provide people with choice and low-calorie options, stevia was introduced into the existing Glacéau Vitaminwater range in 2013 to reduce the calories by 30%.
The recommended retail price for Glacéau Smartwater is 57p for 600ml and 89p for 850ml. The price is in line with a 500ml bottle of other leading water brands. The launch will be supported by a marketing campaign that will include TV, digital, outdoor and print.
Source: Coca-Cola Great Britain
FoodBev Media Ltd 2015