Highland Spring is entering the flavoured still water category to meet the growing consumer need for high-quality tastier drinks with the launch of a Highland Spring Flavoured Still Water range.
The new products are aiming to make a splash in the flavoured still water category by offering a healthier way to hydrate and will be available exclusively in selected Tesco stores and online from April. The range introduces three refreshing flavours of Strawberry, Apple & Blackcurrant, and Lemon & Lime combined with the great taste of Highland Spring water.
The flavoured still water category has experienced encouraging growth in the last 6 months, after two years of volume decline, with retail sales value +10.7% and volume sales +2.4% (Nielsen Total Coverage, 26 weeks to 24/02/24 vs prior year). As the number one still water brand in the UK market, entering the 400 million litre category was a clear next step in the evolution of the Highland Spring brand and business.
All three Highland Spring products are sugar free, combining natural flavours with the purity and taste of Scottish spring water sourced from the Ochil Hills, Perthshire, Scotland. This new launch underlines Highland Spring’s continued commitment to developing and growing the brand through providing healthy hydration in an environmentally sustainable way.
From extensive research Highland Spring identified a strategic opportunity to reinvigorate the category with the launch of this new range to meet consumer needs on taste and flavour. The strength and trust in the brand coupled with the provenance and high quality of the water was consistently referenced in consumer research as a driver for purchase.
The new products will be available in multiple distribution channels in 500ml, 750ml and 1.25l PET recyclable (cap on) bottles.
Nic Yates, marketing director at Highland Spring, comments: “We have identified an exciting and clear-cut opportunity for Highland Spring to drive category growth in flavoured still water by creating a fantastic tasting product whilst offering a healthier way to hydrate versus sugary drinks.
“These new products are a natural extension to the Highland Spring portfolio and having spoken to over 2,400 flavoured water drinkers, whilst conducting five separate pieces of market research including a Home Use Test (HUT), we are absolutely confident they will have high appeal to shoppers and support the continued growth of the category.”
The launch will be supported by a comprehensive sampling programme across the Tesco footprint which will deliver the product directly into shoppers’ hands. This will be reinforced by in-store ‘on and off’ shelf POS and an ‘always-on’ creative social and digital media campaign to drive trial and repeat purchase.
