UK | Aqua Libra has launched a new Watermelon and Strawberry flavour in its infused sparkling water range, available in the grocery channel.
The packaged water category is worth GBP 2.5 billion, and the infused water category is growing by 32 percent year over year. Aqua Libra outgrew the category in value by 66 percent.
People have turned to the water category in search of low-carb drinks. Fifty-seven percent of those under 35s think drinking flavoured sparkling water is as enjoyable as a carbonated soft drink.
However, taste remained crucial, with 49 percent of people citing it as a key reason for consumption. This exciting new addition will continue this growth and open the category to a younger, health-conscious Gen Z audience, offering a delicious and hydrating option.
The new addition will join the existing line-up of refreshing flavours: Raspberry and Blackcurrant, Blood Orange and Mango, and Cucumber, Mint and Lime, offering retailers another chance to boost sales with fresh and exciting flavour innovation.
Watermelon and Strawberry have been growing flavours within the water category. They have shown strong relevance with Aqua Libra and infused sparkling water shoppers. The new flavour, a blend of juicy and sweet flavours, is free from sugar, calories, and preservatives.
“Aqua Libra is now valued at GBP 7.4m in sales and growing at an impressive 66 percent year on year, making it the fastest-growing infused sparkling water brand in the UK,” said Ben Parker, Carlsberg Britvic’s Retail Commercial Director, UK.
“We are always looking for ways to provide our retail partners with high-quality, in-demand products that help drive footfall and increase sales. We’re confident that the Watermelon & Strawberry flavour will resonate with health-conscious consumers, allowing retailers to appeal to even more shoppers.”
Aqua Libra’s infused sparkling water will provide a clean, crisp taste that is perfect for any occasion, from lunchtime to on-the-go and evenings.
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