Nuva rebrand as No&More

Premium flavoured water brand Nuva has relaunched under the name No&More as it seeks to underline its zero-calorie credentials.

The brand wanted “clearer messaging that emphasises that our water contains completely no sugar and nothing nasty or unnatural”, said co-founder and MD Christine Renier.

The move comes with bottled water’s take-home value sales in 7% growth to £473m – driven by demand for healthier hydration, with new shoppers buying in to the category and established consumers increasing their purchases [Kantar Worldpanel 52 w/e 6 November 2016]

“No&More will attract new customers to the brand, which will drive sustainable growth through incremental sales by attracting like-minded, health-conscious consumers,” added Renier, a former Evian marketing director. “Above the product messaging, the content we create as a brand will be engaging for all consumers.”

With a ‘No Junk, More Funk’ strap, No&More is available in four variants: Cucumber & Mint, Watermelon & Melon, Raspberry & Blueberry and Tangerine & Mango.