Coca-Cola European Partners (CCEP) has launched a lightly sparkling variety of Glacéau Smartwater – its biggest innovation since the brand launched in 2014.
The new product, which will launch into the grocery channel in November, will be available in a 600ml PET bottle designed for busy, on-the-go consumers, as well a six-count 600ml multipack to provide more choice for shoppers.
Glacéau Smartwater sparkling comprises vapour distilled spring water with added electrolytes and light carbonation to create a distinctively clean and crisp taste, offering a clear point of difference to existing brands, CCEP said.
Its introduction will see the brand disrupt the existing sparkling water market, which currently makes up 15% of the total plain bottled water sector and has enjoyed 8.6% growth over the past year, as consumers become increasingly health-conscious.
To support the launch, retailers will be supplied with point-of-sale materials that highlight the new Glacéau Smartwater sparkling alongside the original variant. This forms part of the brand’s £10 million, two-year communications plan that began in spring 2016, with the brand’s outdoor advertising campaign now set to highlight both the still and sparkling variants.
CCEP is looking to build on Glacéau Smartwater’s growth in Britain, which has seen it become the fastest-growing water brand with 95.5% year-on-year growth and a value of £26.4 million.
Caroline Cater, operational marketing director GB for Coca-Cola European Partners, said: “Glacéau Smartwater has been hugely successful since it launched in GB in 2014, and with the sparkling water market enjoying strong growth, we’re now looking to further support the trade through this exciting brand extension.
“Glacéau Smartwater sparkling will use the brand’s increasing popularity and distinctive point of difference to offer new choice to the sparkling water market’s more traditional consumer and encourage trial with younger still water shoppers. This latest innovation is backed by a far reaching marketing campaign that will support both our still and sparkling offering, helping to further grow bottled water sales.”
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