Volvic, one of the UK’s leading natural mineral water brands, today announces the launch of Volvic Vitamin+, marking the brand’s first entry into the functional hydration category in the UK and Ireland.
Rolling out across the UK and Ireland from 6th April, the new Volvic Vitamin+ range combines Volvic’s natural filtered volcanic mineral water with added magnesium and essential B and C vitamins, helping to reduce tiredness and fatigue, and support normal energy-yielding metabolism.
The waters category has experienced strong value and volume growth this year, increasing +13.4% in value and +11.4% in volume, outperforming the wider soft drinks market1. Flavoured still water has grown even faster, up +17% in value and +12.5% in volume year-on-year, with even more rapid growth seen in flavoured still benefit water, up +38% in value and +33% in volume year-on-year.
Against this backdrop of accelerating consumer demand for drinks that combine health credentials with great taste, Volvic Vitamin+ is set to attract new customers into the market and expand the category’s shopper base.
Volvic Vitamin+ is available in 75cl PET bottles, suited to retailers’ meal deal fixtures and on-the-go consumption. This comes as 69% of consumers now seek healthier meal deal options2, and food-to-go consumption is becoming more frequent, growing at a 5% CAGR over the next five years3.
It is available in two targeted functional variants, each designed to meet a specific consumer need:
- Recharge Raspberry – with Magnesium and Vitamins B5, B6 & C to help reduce tiredness and fatigue.
- Active Peach – with Magnesium and Vitamins B5, B7 & C to support normal energy-yielding metabolism.
Victoria Pham, Danone, head of category and commercial strategy UK&I – Beverages, said: “Consumers are changing the way they think about what they drink. With 67% of UK soft drink consumers preferring a drink with health benefits over taking a supplement offering equivalent benefits4, it’s clear that people are looking for convenient, everyday ways to support their health and wellbeing.
“Answering that need, Volvic Vitamin+ offers great-tasting, naturally filtered mineral water enriched with magnesium and essential B & C vitamins, helping to reduce tiredness and fatigue, and support normal energy-yielding metabolism.
“Backed by two years of strong performance in Europe and clear consumer demand here in the UK, we’re excited to scale into functional hydration. The move reflects our confidence in the category’s future, with strong growth expected in the year ahead”.
The product has proven to be the top penetration driver in functionals in Germany over the past two years, validating the concept ahead of its UK and Ireland launch. In consumer testing, Volvic achieved high brand fit scores and strong purchase intent for the new range, reflecting the brand’s established reputation for the perfect balance of health and taste.
The Volvic Vitamin+ range will be available in the UK at major retailers and priced at £2.20 RRP in the UK (meal deal eligible) and €2.80 RRP in Ireland.
