Britvic Soft Drinks has launched a range of infused sparkling waters in the UK which fall below the new sugar levy threshold.
Called Aqua Libra, the range is available in a 330ml can format in three flavours: raspberry and apple, tangerine, and grapefruit and pineapple – all of which contain no added sugar or artificial flavourings.
Britvic said that at under three calories per can, the range “offers health-conscious consumers the perfect solution for a refreshing uplift”.
The launch comes just one week after the UK’s sugar tax came into force. The levy applies to any soft drink with an alcoholic content lower than 1.2% ABV that is ready-to-drink or ready-to-dilute, and that is packaged for sale.
Britvic commercial director of convenience and impulse Trystan Farnworth said: “Across many categories in food and drink, we now often see smaller entrants resetting category rules with products that are both tasty and healthy.
“Aqua Libra has purposely been designed by a small entrepreneurial team within Britvic and there is a lot of excitement surrounding this launch’s potential, particularly considering the recent introduction of the sugar levy.
“In soft drinks, Aqua Libra is the perfect choice for those who often prioritise health, but want bubbles with taste without the sugary sweetness of other soft drinks.
“With huge growth opportunities expected for the booming water plus category, which is currently worth £82 million, as health remains high on the agenda for so many consumers now and in years to come, stocking a range of innovative waters such as Aqua Libra presents retailers with a great way to tap into the health trend and drive sales.”
Earlier this year, Britvic announced a £100 million investment in its Rugby factory, in a move which will create up to 80 jobs.
© FoodBev Media Ltd 2018
World Beverage Innovation Awards are now open!
Do you have a beverage product worthy of an innovation award? Then you’re invited to enter the World Beverage Innovation Awards. Click here to find out more.