Karen Crowley, head of consumer marketing for the Highland Spring Group, commented: “The new bottle balances the provenance and heritage of the Highland Spring brand with a simple aesthetic to create a modern, yet classic Scottish design for on shelf appeal. The 3-D effect of the design really makes the consumer feel connected to the provenance of our water, as if they are in the Ochil Hills.
“What’s more, our research shows us that the new bottle really resonates with consumers. As the bottled water category continues to grow, we’re confident that this transformation will further strengthen our position in the market in the next 12 months.
“We are committed to promoting healthy hydration habits with consumers across the UK and have worked hard to ensure that the new design is not only visually appealing but is also educational, helping consumers stay hydrated.”
The new bottle design will apply first to Highland Spring’s 330ml flat cap and sports cap, 500ml flat cap and sports cap and 750ml sports cap PET bottles across individual and multipack formats and will phase into all retail channels nationwide from mid-April.