Volvic has announced the launch of Vitamin+, the brand’s first foray into functional hydration.
Rolling out across the UK and Ireland from 6 April, the new range combines Volvic’s mineral water with added magnesium and B and C vitamins.
The initial lineup comprises 75cl bottles in Active – a peach flavour with vitamins C, B5 and B7, and Recharge – a raspberry flavour with vitamins C, B5 and B6.Both carry an rsp of £2.
“Consumers are changing the way they think about what they drink,” said Victoria Pham, head of category and commercial strategy for Danone Beverages UK&I said: “With 67% of UK soft drink consumers preferring a drink with health benefits over taking a supplement offering equivalent benefits, it’s clear people are looking for convenient, everyday ways to support their health and wellbeing.
“Backed by two years of strong performance in Europe and clear consumer demand here in the UK, we’re excited to scale into functional hydration. The move reflects our confidence in the category’s future, with strong growth expected in the year ahead.”
It comes after Nestlé Waters & Premium Beverages unveiled Inspired by Buxton Peak, a new functional flavoured water brand, earlier this week.
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