Functional drinks brand Lifetonics has won its first major grocery listing.
The isotonic drink will go into 180 Waitrose stores from the start of August and will roll out to 250 TKMaxx stores later that month. The range is already in retailers including WH Smith Travel.
Lifetonics comes in 500ml bottles (rsp: £1.45) in three flavours: coconut & mint, dalandan orange, and elderberry & juniper. It is made with 10% coconut water, fruit extracts and stevia, fortified with vitamins and minerals, and contains no added sugar or artificial sweetener. A 500ml bottle contains 90 calories.
“Our aim was to develop a balanced soft drink that would appeal to a broad spectrum of consumers as a daily healthy hydration choice but with the emphasis on taste,” said founder Neil Taylor. “Market research shows consumers rate taste highly when considering repeat purchases and that has been a vital element in the development of the range.”
“Equally important is the fact that most consumers are also wary of hidden high sugar content, caffeine and artificial flavourings and instead are looking for more sustainable and enjoyable hydration alternatives.”
The brand will be supporting its increased presence with marketing investment including PR, a digital push and sampling.