A new brand design to liven up packs and the inclusion of Breast Cancer Care’s pink ribbon on bestselling lines has also been ordered.
The new range is rolling out to stores now and sports a fresh ‘Tartan Sash’ across all bottles.
Newcomers to the line-up will include a clear flint glass bottle for all premium-packaged still waters and a new 500ml sparkling PET six-pack. A 750ml sports bottle will also join the portfolio, while a new television campaign is set to break next month. Sally Stanley, marketing director for Highland Spring, said: “2004 is a key milestone for Highland Spring.
“We’ll be celebrating our 25th year in the business as a leading player and are looking confidently to the future armed with a brand identity which communicates our authenticity, provenance and natural purity.”
She claimed the new branding would also attract “many new supporters”.
The company’s optimism appears to be founded on positive results in recent times.
According to The Grocer’s last Top Products Survey (December 13, 2003), Highland Spring consolidated its position as Britain’s third favourite bottled water brand with a 29.4% leap in sales in the major multiples. However, it still has some way to go to catch market leader Evian and Volvic which holds second place.