Coca-Cola European Partners aims to tap the popularity of flavoured water with the launch of Capri-Sun Fruity Water.
Set to hit shelves in August, the new range will be available in 10x200ml multipacks in two flavours: Mango-Passionfruit and Blackcurrant (rsp: £2.99). A blend of 3% fruit juice with water, it is the latest no added sugar variant in the Capri-Sun portfolio, joining No Added Sugar and Fruit Crush. Its launch will be supported by sampling, couponing, and a social media campaign.
The NPD is the latest step in CCEP’s commitment to providing a range of products that offer an “exciting choice” to consumers, said GB operational marketing director Caroline Cater.
“Capri-Sun is a long-standing favourite of both adults and young people alike, and by combining its popularity with that of the growing water sector, the launch of Fruity Water will offer retailers a great opportunity for incremental growth,” she added.
Flavoured plain water is second only to plain still water in terms of value sales – which are up 10% to £111.8m on volumes up 14.8% [Kantar 52 w/e 6 December 2015].