Aqua Libra rebrands and adds Blueberry & Pomegranate flavour

Aqua Libra has unveiled a brand refresh and introduced a new flavour to its infused sparkling water lineup.

The rebrand features a new logo, updated illustrations on-pack and new “sleek” cans designed to “re-engage shoppers and accelerate brand growth”, according to the Carlsberg Britvic-owned brand.

Meanwhile, the supplier has also introduced a Blueberry & Pomegranate infused sparkling water. The NPD has launched exclusively in Sainsbury’s (rsp: £3.65/4x330ml). 

The launch will be supported by a new campaign, titled ‘Purely Positive Drinking’, kicking off in October.

Russell Goldman, managing director of breakthrough brands at Carlsberg Britvic, said: “We know that consumers of all demographics are becoming more engaged with hydration and the associated health credentials, especially those in the younger generations such as Gen Z.

“This trend is only set to grow, and brands need to innovate to fit a variety of consumption occasions. So, with Aqua Libra’s move to sleek cans, modern new visual identity and clear health credentials, we’re providing retailers with the tools they need to captivate this group.”

Goldman continued: “Our creative new look aims to support retailers in upgrading their total water offerings. In fact, our new Aqua Libra visual identity will allow retailers to show their customers that they are keeping ahead of the curve, stocking brands that Gen Z and millennials value while adding excitement and flavour to their hydration occasions.

“Ultimately, this will allow them to appeal to the next generation of younger consumers to support in boosting their sales long term.”