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Danone Waters UK & Ireland has reinvigorated the Volvic Touch of Fruit range with a brand new label design in order to boost on-shelf appeal.

The latest labelling, which will almost double in size, will roll out across all bottles within the range, from the 50cl bottles through to the 1.5 litre bottles. The relaunch will form part of the €4 million ($6.2 million) marketing campaign behind the brand in 2008. The campaign is set to include advertising within the grocery trade press as well as within the consumer press.

Danone Waters UK Marketing Director, Patrick Kalotis, said: “We're really excited about this new design for Volvic Touch of Fruit, which drives product appeal by reenforcing on-pack the core brand proposition of tasty hydration. The larger labels increase shelf standout and drive range clarity, and we believe these labels will create a huge impact in-store.

“To coincide with the label change, Danone will also be introducing coloured caps to the Volvic Touch of Fruit original range, to further reenforce both the range and flavour differentiation in-store: VToF Strawberry Original will now have a red cap and the VToF lemon & lime variant will have a yellow cap. The sugar-free range will remain in the iconic blue caps, as consumers buy this predominantly on the premise of tasty hydration with reduced calories."

Originally launched in 2000, the company claims that Volvic's Touch of Fruit currently holds a 47% share of the flavoured still water category in the domestic market.