Nestlé Waters North America aims to drive growth in the sparkling water category by expanding six of its regional spring water brands into sparkling variants – including the introduction of ten new flavours.
The company aims to apply its sparkling water expertise from premium brands Perrier and S.Pellegrino to offer Americans a new and updated line of sparkling spring waters with more flavours and packaging choices than ever before.
Launching in February, the six brands to be updated are: Poland Spring, Deer Park, Zephyrhills, Ozarka, Ice Mountain and Arrowhead. Alongside the new flavours, new bottle designs and packaging will be introduced.
Nestlé Waters said that while its premium sparkling brands have enjoyed strong growth, the company has not placed an emphasis on sparkling offerings for its regional spring water brands.
The ten new flavours are: lively lemon, lemon lime, zesty lime, orange, triple berry, summer strawberry, raspberry lime, black cherry, pomegranate lemonade, and simply bubbles.
According to Euromonitor, the sparkling water category grew 70% from 2011 to 2016 and is expected to reach $3.1 billion by 2022.
Nestlé Waters North America chief marketing officer Antonio Sciuto said: “Following rapid growth over the past few years, the sparkling water category is now mature enough for us to make a significant investment in developing this extensive line of mainstream sparkling offerings from our regional spring water brands, each of which is the top-selling still spring water brand in its market.
“As consumers increasingly choose healthy beverages over sugary soft drinks and juices, they are looking for exciting new options. Now is the time to give millions of Americans the sparkling product they have been missing – combining the regional spring water brands they love with delicious natural flavors and added bubbles in both bottles and cans.”
Following the launch, Nestlé Waters hopes to nearly double the number of its regional spring water sparkling in households by 2020 as compared to the number of households in 2016.
Added Sciuto: “Consumers are choosing sparkling water at an unprecedented rate. We already have great equity in our regional spring water brands, and we hope that, as our existing customers enter the sparkling category, they will choose our brands first. With our ten great flavour options, they now have a whole new way to enjoy the spring water they love.”
Earlier this month, Nestlé Waters said it was considering building a $50 million Deer Park bottling facility in Pennsylvania, as it responds to growing consumer demand for bottled water.
© FoodBev Media Ltd 2021
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