Kent bottled water supplier Silver Spring plans to claw share of the flavoured water category from Volvic with an overhaul of its Perfectly Clear range, six months after a private equity buyout.
Privet Capital acquired Silver Spring at the end of September 2009, with a view to "step-changing" the company, placing greater marketing focus on the English provenance of its flavoured Perfectly Clear range and challenging rival Volvic Touch of Fruit.
Silver Spring said it expected to hit £35m sales this year, which is down on last year's £43.6m turnover following Privet's decision to pull out of a number of supermarket own-label contracts and focus on Perfectly Clear. Strawberry and cherry flavours have been added to the sugar-free range, taking it to five variants, and the packaging has been updated with "eccentric English" wording. The new-look bottles rolled out this week.
Privet Capital acquired Silver Spring at the end of September 2009, with a view to "step-changing" the company, placing greater marketing focus on the English provenance of its flavoured Perfectly Clear range and challenging rival Volvic Touch of Fruit.
Silver Spring said it expected to hit £35m sales this year, which is down on last year's £43.6m turnover following Privet's decision to pull out of a number of supermarket own-label contracts and focus on Perfectly Clear. Strawberry and cherry flavours have been added to the sugar-free range, taking it to five variants, and the packaging has been updated with "eccentric English" wording. The new-look bottles rolled out this week.
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