A vitamin-enriched beverage, designed to bridge the gap between water and soft drinks, is launching into Tesco this month.
Called Vitsmart, the drink is described by maker Vitaminsmart as a "goodness water" blended with fruit juice, vitamins and botanical extracts, including hibiscus, guarana, rose hip and echinacea. Available in three flavours - citrus fruits, passionfruit & orange and forest fruits - a 500ml bottle provides 50% of the RDA of vitamins C, B and E.
It was originally launched last year in sportscap bottles but has been given a recipe and packaging overhaul, including different flavours and a higher juice and vitamin content, following extensive consumer research. Tesco is so far the only retailer to stock the brand.
Tesco buyer Dan Maltby said the launch would drive innovation in water and that he expected Vitsmart to become an important part of it. "Our customers want innovation within the water category."