Watermelon water brand What a Melon has launched in the UK, with its first listings in Whole Foods and Planet Organic.
What a Melon is described as “a deliciously hydrating, 100% natural watermelon water” that’s packed full of potassium and electrolytes, and set to offer consumers in the UK “the mouth-watering taste of summer” in a handy carton pack.
The drink is all-natural with no bits or pips, no added sugar or artificial ingredients, and never from concentrate – just a dash of lemon to help keep it fresh.
Positioned as an alternative offering to coconut water and its burgeoning popularity, watermelon water contains the added benefit of the antioxidant lycopene, as well as the amino acid citruline, which aids in muscle recovery and increased endurance, meaning it’s perfect for both post-workout hydration and summer party refreshment. Each 330ml carton has a recommended retail price of £2.
It is the brainchild of co-founders Olly Bolton and Tom Procter, who launched a brand of health drinks called Alibi when they first entered the beverage market seven years ago.
What a Melon co-founder Olly Bolton said: “We are extremely excited to launch What A Melon to the market. Not only does it taste better than coconut water, but also given its nutritional properties we believe it stands tall in the health drinks category against its main competitors. Our focus here is not to create a war with coconut water, but to use a light hearted rivalry borne from a pure love of watermelon to catapult What A Melon into the consumer conciseness”
The brand is seeking support in Virgin Media’s Business Voom competition for start-ups and entrepreneurs, and are continuing a crowdfunding campaign to raise just over £32,500 towards further development and distribution.
What A Melon is billed as the first watermelon water brand in the UK that’s available in Tetra Pak and doesn’t have to be distributed and stored chilled, resulting in a lower carbon footprint. It will seek to capitalise on the nearly $1 billion worth of the global coconut water category, with over 50 brands operating in the UK market alone.
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