Britvic and PepsiCo UK are first to market in soft drinks innovation by relaunching SoBe V Water with naturally-sourced Stevia extract.
The reformulation of SoBe V Water will offer health-conscious consumers a vitamin water with zero-sugar and meet growing demand for low-calorie refreshment.
From the end of April, all six SoBe V Water variants will include purified Stevia extract, bringing the sugar content of the range from 20g to zero and the calorie count from 85 to just 10 or less per bottle.
Amanda Thomson, marketing director PepsiCo UK, said: “SoBe V Water with purified Stevia extract has been a great hit in the US and we’re excited to launch a version for the UK market and deliver a wider choice in healthier drinks for UK consumers.
"Stevia delivers a great naturally sweet taste without the calories of sugar – our research found that purchase, taste and overall appeal of the drink are just as high with Stevia extract included instead of sugar.
"The Stevia innovation drove volume by 73% when it was launched in the US and we look forward to seeing it on the shelves here in the UK."
The pack design of SoBe V Water has also been evolved to communicate the new zero-sugar and low-calorie credentials, whilst offering stand-out on shelf, the company said.
The design will also retain recognisable characteristics that existing fans look out for when shopping. The re-launched range will be available to grocery, convenience and independent outlets and will be supported by outdoor advertising, PR sampling, social media and in-store activity.
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