Volvic Touch of Fruit has announced a brand relaunch following significant recent growth in the flavoured water category (IRI, Market Place L4W growing at 64%). The brand development, which encompasses a new packaging design and launch of Touch of Fruit Pineapple & Orange Vitality with added vitamin B6, is part of Volvic’s sustained commitment to shaping the future of the flavoured water category. The contemporary new packaging design, due to be rolled out this month, champions the great taste of Touch of Fruit, while clearly communicating the brand’s low sugar or sugar-free claims.
Elen Gyulnazaryan, Senior Brand Manager at Danone Waters UK & Ireland said: “We're so excited to be relaunching Volvic Touch of Fruit, bringing our refreshing and tasty flavours to consumers with a new bolder and more contemporary look., reflective of the brand’s vibrant personality. As consumer's needs continue to broaden when it comes to their drink choices, we're seeing a real opportunity for retailers in the flavoured water category as it caters to consumer's changing tastes.”
The new packaging will be rolling out nationwide across all Volvic Touch of Fruit formats between now and August. This summer will also see the launch of a bold and impactful consumer campaign aimed at changing perceptions consumers have around Volvic Touch of Fruit.