FDBusiness.com

UK-based drinks manufacturer, Clearly Drinks is re-launching its Perfectly Clear flavoured water brand in 2020 – its biggest brand announcement in many years. Perfectly Clear has set its sights on further establishing itself as a clear alternative in the flavoured water category as it relaunches in February 2020 with a new fruitier product and distinct visual identity.

Based in Southwick, Sunderland, Clearly Drinks is a soft drinks manufacturer offering a range of its own brands alongside an industry-leading contract bottling service. Established in 1885, the firm uses spring water filtered through the limestone rock. With two boreholes at the entrance to the firm’s factory, Clearly Drinks is able to extract the water to use as a basis for fresh flavour combinations and carbonations.

Targeting families, the all new Perfectly Clear aims to bring new shoppers into the flavoured water market by offering a healthier choice to sugary juice and carbonated drinks.

The current range includes a strong hit of fruity flavour with zero sugar and will relaunch with flavours such as summer fruits, strawberry and lemon and lime as well as brand-new flavours orange and mango and peach and apricot, sold in 330ml, 500ml and 1.5 litre bottles.

The relaunch will be supported by an integrated marketing campaign from May including a national TV advert, print and online advertising as well as national and regional PR which will include influencer activity.

Susanne Wright, head of marketing at Clearly Drinks, says: “We’ve taken natural strong fruit flavours and mixed them with our own Northumbria spring water to deliver a brand new Perfectly Clear product, all with zero sugar. With growing concerns over obesity and diseases associated with obesity, the preference for low calorie drinks has risen considerably over the last few years. As a result, consumers have migrated away from sugary juice and carbonated drinks and want healthier alternatives for themselves and their families. We believe Perfectly Clear will prove a big hit with families with its strong fruity flavours, bright and bold packaging and zero sugar offering.”

Perfectly Clear is part of Clearly Drinks strong house of brands including Northumbria Spring, Revolution Waves and Upstream, a zero-sugar premium sparkling water.