Volvic is to cash in on the booming flavoured water market with the launch of the premium Volvic Infusions.
The lineup is made with mineral water, organic tea infusions and natural fruit flavours. Sweetened “subtly” with organic cane sugar and “a hint of organic lemon juice”, the new drinks contain 2.3g of sugar per 100ml.
Volvic Infusions “pays tribute to Volvic’s volcanic heritage, with quality, organic ingredients inspired by volcanoes around the world” said the brand. The two variants are hibiscus with lychee & passion fruit, inspired by Piton de la Fournaise volcano on the Indian Ocean island of Réunion, and white tea with rhubarb & lingonberry flavours, inspired by Iceland’s Eyjafjallajökull volcano.
They will be available from mid-August in a 4x370ml format (rsp: £3.49) from Ocado, and as an individual 370ml bottle in Budgens and Londis (rsp: £1.49). The single will roll into Tesco in October.
Jacqueline Lane, UK brand manager at Volvic owner Danone Waters, hailed the “unique and natural-tasting range”. It would satisfy consumers in search of “refreshing drink options that are health conscious but don’t compromise on taste”.
Volvic Infusions’ launch comes after supermarket shoppers took home an extra 33.5 million litres of flavoured water last year, pushing value sales of still and sparkling up 11.1% and 11.9% respectively to a total of £211.9m [Kantar Worldpanel 52 w/e 5 November 2017].