*Danone’s Volvic Revive, its first functional water brand launched in the UK less than a year ago, is under threat of being delisted due to a poor response from consumers, according to news reports. *
The brand is thought to have failed against established competitors such as GlaxoSmithKline’s Lucozade and Hydro Active brands, as well as a burgeoning number of vitamin enhanced water drinks with fruit flavours in the marketplace.
Danone recently told UK trade magazine Marketing Week that it had decided to delist Volvic Revive Citrus Kick, but that it had no intention of delisting the Berry Blast variant, which it claims has performed well and will be the focus of its future efforts.
Volvic Revive, is marketed as an alternative to mainstream energy drinks and is targeted at 18 to 35 year olds. The drinks contain guarana and ginseng extracts – which, it is claimed, have energising properties – and have no added sugar. The functional water range has been sold across supermarkets in sports cap bottles, along with multipacks of four, in an effort to appeal to a young demographic. The sub-brand recently won an award for Best Marketing Campaign in the 2007 water innovation (formerly bottledwaterworld) awards.
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