It represents the soft drink manufacturer’s first foray into the water category, but the products will only be sold in cash & carries and the on-trade. Britvic aims to establish the range in independents and there are no plans yet to target multiples.
Britvic bought Pennine Spring as part of the Ben Shaw’s water portfolio last November, and has updated the packaging with new labels, designed to enhance awareness of the brand’s northern heritage. Pennine Spring water has been sourced from a conservation area within the Pennine mountain range for the last 70 years.
“Water represents a huge opportunity, with consumers focusing on health and well-being,” said Britvic’s brand director, Richard Collins. “Our investment will drive sales of Pennine Spring.”
Category director Andrew Marsden added: “Britvic has the market knowledge, brand expertise and experience to harness our new water brands to build incremental soft drinks profits for our retail partners.”
Both still and sparkling Pennine Spring water will be available in new 500ml screw-top plastic bottles, with still water also offered with a sports cap. In April, still Pennine Spring will be launched in a 750ml sports cap bottle, with 330ml and one-litre non-returnable glass bottles available in March.