Princes has broken into the UK bottled water market through the multi-million pound acquisition of brands from Well Well Well.
The move gives Princes the Aqua-Pura, Aqua Fruita, Stretton Hills and 10° brands as well as water bottling sites at Eden Valley in Cumbria and Church Stretton in Shropshire.
The two sites will be operated independently of Princes’ existing soft drinks manufacturing sites.
Well Well Well has retained the Ashe Park brand as well as its Thirsty Work cooler business and will be renamed Thirsty Work Holdings.
Trevor Millen, chief executive of Princes Soft Drinks, said: “The acquired brands will be integrated into our soft drinks portfolio. Current marketing and sponsorship support will be reviewed but remain in place for the interim.”
According to figures in market analyst Zenith International’s bottled water report, published in February, the brands give Princes the third largest volume share of the UK bottled water market.
Millen would not rule out further acquisitions in the category, saying: “Princes’ strategy is to grow organically and by acquisition.”
This includes looking at relevant acquisitions anywhere in the world if they are a strategic fit for the business.”