Aqua Libra is launching a new Watermelon & Strawberry flavour in its infused sparkling water range.
This new addition will join the existing line-up of flavours: Raspberry & Blackcurrant, Blood Orange & Mango, and Cucumber, Mint & Lime.
The packaged water category is worth £2.5 billion, and the infused water category is growing +32% year on year, with Britvic saying Aqua Libra is outgrowing the category in value at +66% (source: Nielsen).
The beverage manufacturer said people are turning to the water category in search of a low carb drinks. 57% of under 35s think drinking a flavoured sparkling water is as enjoyable as a carbonated soft drink (source: Kantar Usage – ‘Why Consumed’ – Total Soft Drinks Sectors – Occasions – 3 Year Data we 09.08.20). However, taste remains crucial, with 49% of people citing it as a key reason for consumption (source: Nielsen). The company believes the addition will continue this growth and open the category to a younger, health-conscious Gen Z audience, offering a delicious and hydrating option.
Watermelon & Strawberry are growing flavours within the water category (source: Black Swan, Flavours & Functions Report, UK, Sept 2024). They have shown to have strong relevance with Aqua Libra and with infused sparkling water shoppers (source: Black Swan, Flavours & Functions Report, UK, Sept 2024). The new Watermelon & Strawberry flavour, a blend of juicy and sweet flavour profiles, is free from sugar, calories, and preservatives. Aqua Libra’s infused sparkling water is available in multipacks of four and 24, providing a clean, crisp taste that is perfect for any occasion – from lunchtime, to on-the-go and evenings.
Ben Parker, Carlsberg Britvic’s retail commercial director, UK, noted that with Aqua Libra is now valued at £7.4m in sales and growing at an impressive 66% year on year, it makes it the fastest-growing infused sparkling water brand in the UK.
“We are always looking for ways to provide our retail partners with high-quality, in-demand products that help drive footfall and increase sales,” Parker said of the company’s ambitions. “We’re confident that the Watermelon & Strawberry flavour will resonate with health-conscious consumers, providing retailers the chance to appeal to even more shoppers.”
