Managing director for Stur Drinks Europe, Phil Annett, comments on the burgeoning water enhancer category.
Stur Drinks have been available to the UK grocery and specialist retail channel since July 2014. The range has been developed to encourage greater hydration and is aimed at women aged 25-55 who lead an active lifestyle. The 30 serving (50ml) pocket-sized enhancer contains natural fruit and tea flavours extracted from real fruit and black tea, and is high in Vitamin C, containing 100% of the recommended allowance in every squirt – considerably more than some other leading juice drinks. Each bottle also contains zero sugar, calories and fat and is free from artificial sweeteners, flavours or colours.
The launch follows the brand’s success in the US where Stur has quickly established itself as among the leading natural offerings within the water enhancer category – the largest growing sector in the States, currently worth more than $400m and one set to rise 30% by the end of 2014.
Phil commented: “We are thrilled to be addressing the need for a delicious, healthy and more natural way to drink more water. Stur provides convenient on-the-go hydration and is a practical and enjoyable way for women to drink the recommended eight 200ml glasses of fluids per day. The added benefit of being high in vitamin C may also contribute to a healthy immune system and help combat tiredness and fatigue.”
“As the water enhancers market is experiencing strong growth in the UK, we are confident that the range will be well received by women who are looking for a soft drinks offering that fits into their busy lifestyle and also tastes great.”
Launching in six premium natural tea and fruit flavours, specifically developed for the UK market – Peach Tea, Lemon Tea, Cranberry Pomegranate, Orange Mango, Green Apple and Blackcurrant Apple – each patent designed bottle is lightly sweetened with natural stevia extract, with a recommended RRP of £3.49.
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