>>A ROUND-UP OF THE HOTTEST ACTION IN FMCG

Britvic saturates the market
New water brand Drench from Britvic Soft Drinks is targeted at the next generation of bottled water drinkers. Drench is being hailed as the first bottled water designed specifically with 16 to 24-year-olds in mind. Hitting shelves in January supported by a £2.3m campaign, Drench will be marketed as a unisex water for on-the-go drinking with a flip-top anti-leak valve on 500ml and 750ml bottles and a wraparound logo.

Benefits of new dole dessert
Dole is launching a new fruity desserts brand into the ambient potted snacks category, positioned as an indulgent product for adults. Combining real fruit pieces on a layer of light créme, Fruit Parfait comes in three flavours with each pot containing 1.6g of fat and 120 calories. The newcomer will carry tick boxes saying the product is made with real fruit, is low in fat, a source of vitamin C and gluten-free.

Lager hops back into action
Innovation is at last appearing in the stagnant beer and cider category, according to the head of alcohol buying at Tesco. Mark Murphy, BWS category director, said that standard lager was enjoying a resurgence and interesting sub-categories had emerged in the past year. In November last year, Murphy reflected it could well have been the poorest year on record for innovation.