nuva flavoured water

A flavoured bottled water brand that claims to be the first ‘100% natural’ range to hit the UK has been launched by a former Evian marketing director.

The Nuva range, rolling out from next week, comprises three flavours - cucumber & garden mint, ginger & lemon and melon & jasmine - all available in 500ml PET bottles (rsp: £1.49).

Produced in France, the drinks are made using spring water from the Loire Valley combined with extracts and naturally sourced flavours.

The trio, pitched as “a new generation” of flavoured water, had been created to bridge a gap for a healthy option between plain and flavoured water, said MD Christine Reiner, a former Evian marketing director.

Reiner predicted the newcomer would clock up £10m in its first couple of years and would grow to become a £50m brand within five years.

“As the anti-sugar momentum builds, consumers have started to wake up to the amount of ‘hidden nasties’ that are abundant in existing flavoured waters,” she said. “Brands that contain juice will claim ‘no added sugar’ but sugars are still present .”

Sourcing an industrial partner that could make flavoured water without adding sugars, juices or preservatives had been difficult, added Reiner, who was approached by entrepreneur Gemma Pond to set up the business. The privately funded start-up recently appointed a sales director to handle distribution, listings and its commercial strategy.