Highland Spring is shaking up the £283m flavoured still water category by expanding the availability of its Still Flavoured Water range in the independent retail, convenience and wholesale sectors – a response to growing demand for a wider range of high-quality, tasty and healthier drinks.
The Highland Spring Flavours range, which has already delivered £7.9m in retail sales and brought in over £3.4m in incremental value to the Still Flavoured Water category since its 2024 launch – with 54% of those sales being incremental to the still flavoured water category – is now available across multiple distribution channels in three refreshing flavours.
Juicy Strawberry, tangy Apple & Blackcurrant and zingy Lemon & Lime are all sugar free, combining fruity, natural flavours with refreshing Highland Spring water drawn from deep within Scotland’s majestic Ochil Hills.
The nationwide rollout will be supported a major new marketing campaign: ‘Make Your Day Fruitier.’ 250,000 samples of the new fruit flavours will be delivered via the Highland Spring Flavours Van to shoppers across the UK in a 96-day tour in a move to bring playful disruption to a category that has huge potential but has lacked brand choice until now.
Nic Yates, marketing director at Highland Spring, comments: “Our nationwide rollout of Highland Spring Flavours, including an activation plan to raise awareness, presents independent retailers and wholesalers across the UK with a significant opportunity to embrace change and stock up to drive sales.
“We want people to think flavoured water, think Highland Spring. We know they are actively seeking to make healthier choices with ¾ of shoppers saying that Low & No Sugar is an important factor in their decision-making when buying a soft drink. With water the fastest growing category in Soft Drinks4, it’s time to give everyone who values great-tasting, healthier drinks the chance to make their day fruitier with Highland Spring Flavours.
“Our confidence in Flavours is based on solid performance. Since its initial launch, we’ve seen that the range is not just shifting spend but driving real incremental growth, with 54% of retail sales value coming from Shoppers increasing their total spend within still flavoured water. This shows that the range is reinvigorating what was previously a low-choice fixture, making it a must stock product line that will drive excitement and support growth across channels.”
‘Make Your Day Fruitier’ will also feature dedicated point-of-sale materials, promotions, always on social media and field sales support across wholesale and impulse channels to drive trial, awareness and repeat purchase of Highland Spring Flavours.
