>>Who's at the cutting edge of NPD?

n Product:
Hedgerow UK
n Launch date:
April 2003
Hedgerow, a lightly carbonated mineral water containing natural flavours, is the brainchild of John Evans who says he spotted a gap in the market between flavoured waters and adult ready-to-drink products.
Aimed at the adult soft drink sector, it makes use of flavours found in hedgerow fruits and is sweetened with fructose sugar and packaged in 75cl glass bottles, priced at 99p.
Evans, who has worked in the drinks industry for the past 10 years, says: “Hedgerow bridges the gap between large volume one-litre plastic bottled flavoured waters and the more expensive adult soft drinks offerings.”
Manufactured by a large mineral water producer in the UK, the thirst-quencher was launched in April 2003 and is available in Asda and the Co-op.
Sales since launch have been “very encouraging”, according to Evans, who says he is having active discussions with other major multiples to obtain further distribution by the end of this year.
“From the encouraging start and excellent consumer feedback, I am sure we can continue to grow successfully through the multiple retail sector in the next 12 months,” says Evans.
Hedgerow comes in four flavours - apple & elderflower, strawberry & blackberry, raspberry & redcurrant and pear & rosehip.
A smaller 33cl glass bottle is due to hit retailers’ shelves soon.