Better-for-you beverage brand Water Works has launched a cactus water and watermelon water in the UK.
Both completely natural with no added sugar, the drinks are positioned as healthier alternatives to sugary soft drinks and sports drinks. They are inspired by the rise in alternative waters with similar function and hydration benefits to coconut water, which accounted for 96% of global volume of alternative waters last year.
The watermelon water contains no added water – it is 100% watermelon juice – and was inspired by a cold-pressed watermelon juice that Water Works’ founders tried in Los Angeles, adapted for a longer shelf-life.
The cactus water uses 30% not-from-concentrate prickly pear juice. The prickly pears are sourced from Europe, London-based Water Works explained, which means they have a different taste and colour profile to those sourced in the US.
Ashil Vaghela, creator and co-founder of Water Works, said: “We are excited to be joining the growing Natural Hydration sector and decided to start with watermelon water and prickly pear cactus thanks to the agreeable flavour profiles and functional benefits that these super-fruits offer. Having a range that extends beyond just the one ingredient is important to us as it helps create that billboard effect on shelf. It also gives us access to several markets and most importantly, helps us remain relevant should trends or tastes change. We plan to follow up with exciting NPD soon.
“Our goal for the rest of 2017 is to raise our profile and secure an important retail listing in the UK. Thanks to the category building efforts that have been made by our friends over at What a Melon and True Nopal, we are confident that buyers will soon be amenable to the idea of listing us alongside our competitors, especially given the steps we have taken to differentiate our products from theirs.”
According to food and drink consultancy Zenith Global, the market for alternative waters – including cactus water and watermelon water – is forecast to double by 2020.
Volume is expected to reach 1.9 billion litres, after growth of 21% in 2016 helped the market to value of $2.7 billion.
The drinks are packaged in convenient and environmentally friendly Tetra Paks. Each 330ml carton has a suggested retail price of £1.99, with a case of 12 cartons available online for a price of £20.
Cases are available as either 12 cactus water, 12 watermelon water, or a mixed case of 12 drinks. The cases work out at less than £1.70 per carton.
© FoodBev Media Ltd 2020