Danone Waters is relaunching its Touch of Fruit range with bigger labels and coloured caps.
The new labelling, almost double in size, has been designed to create stronger shelf standout, while the coloured caps are intended to make it easier to differentiate between the flavours.
Danone, which is backing the overall Volvic brand with a £3m marketing spend this year, is hoping to secure a bigger share of the still flavoured bottled water market. This has recently bounced back, growing 8% in value in the four weeks to 23 February [Nielsen], while Volvic Touch of Fruit sales increased by an impressive 14% to £48.4m in the same period. It is supporting the relaunch with trade and consumer press from next month.
Volvic Touch of Fruit will also benefit from its inclusion in the company's ethical Volvic 1L-for-10L ethical drive, with more than 70 million specially branded packs of Volvic plain and Touch of Fruit rolling out between now and September.