Volvic Re-launches Touch of Fruit
Volvic, the UK’s no 1 bottled water brand, is re-launching its entire Touch of Fruit original range, with half the sugar and a new look ‘refreshing’ packaging. Available nationwide from June 2018, the reformulated range took 18 months of careful development to perfect the recipe. Through using extract from the stevia leaf, Volvic has managed to half the sugar content from 4.8g/L to just 2.4g/L whilst maintaining the same taste consumers love. Volvic is one of the first UK soft drinks brands to reduce their sugar levels, despite already sitting below the sugar levy.
Commenting on the renovation, Jacqueline Lane, Volvic Brand Manager UK & Ireland, comments: “We know more than ever that consumers are aware of their sugar intake and actively trying to reduce it where possible, seeking ‘healthier’ options. People are looking to brands and manufacturers to help them make health conscious choices, and the new reduced sugar Volvic Touch of Fruit original range, does just that. We’re incredibly proud of the reformulated product, we worked hard to ensure we got the recipe just right, reducing the sugar without compromising on the taste.”
The Volvic Touch of Fruit relaunch will be supported with the brands biggest ever marketing campaign, ‘Well that’s refreshing’ rolling out in August. The unmissable 360 activation aims to add a ‘refreshing’ twist to the mundane everyday moments of their millennial audience.
Running from 30th July until the end of August and backed by an investment of over £2.5 million the campaign will celebrate the unique portfolio of the low sugar original range alongside their sugar free options. All activation will hero new reduced sugar Strawberry and Lemon & Lime variants, and the new special edition Watermelon sugar free flavour.
