Nestlé Waters is splashing out on its Buxton brand with two flavoured kids drinks and a packaging revamp across its portfolio.
The move aims to give it greater visibility in the crowded water category.
Buxton Strawberry Splash and Lemon Wave will be stocked from next month in 250ml lunchbox-size bottles and will encourage children to drink more water, according to Nestlé Waters head of commercial performance Deane Ingram.
Ingram said consumers were increasingly seeing flavoured waters as an alternative to soft drinks and mums were looking at ways to encourage their children to drink more.
"Bottled water continues to grow very strongly," he said. "Value has grown significantly in the flavours and kids categories."
The bottles come in an easy-grip size with thumb-up cap and feature the sporting character Billy Buxton, either surfing or snorkelling, to give them greater playground appeal.
They also feature a label on which kids can write their names, and from May, Buxton bottles will have a more contemporary, easy-grip shape and fresh labelling to increase shelf standout.
A one-litre sportscap format will join the range, which Ingram said would help consumers meet the recommended daily intake of two litres of water a day while on the go.
Stefan Chomka