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product news: New water category gets Actiph

Merril Boulton ·

Actiph Water is making claim to the launch of the first alkaline ionised bottled water in the UK. The new product focuses on balance and hydration, and has been through a three-stage process which includes purifying spring water, adding electrolytes and supercharging by ionisation.

"This unique process creates a highly alkaline, antioxidant water designed for those who want to live an active lifestyle to the full," says founder of Actiph Water, Jamie Douglas-Hamilton. "With an alkalinity of pH9.5+ Actiph has the highest alkaline level available on the market."

Douglas-Hamilton believes that with bottled water sales overtaking sales of colas for the first time ever in the UK this year, water is the fastest-growing beverage category, and the fastest sub-segment of water is functional water - growing at 27.6% (IRI, 52 w/e 21.05.17).

"Retailers can capitalise on this trend by being early adopters and stocking Actiph as the first of its kind to enter this new category," he says.

"In the USA, alkaline water is not only the fastest-growing water category, but is also the fastest-growing beverage category; growing by 70% in the past year alone (Nielson, 52 w/e 26.08.17)."

Appealing to a broad consumer audience, Douglas-Hamilton believes the new water category will enable retailers to boost their existing drinks offering across the bottled water, health, sports and energy drinks categories, and help to drive profits.

“Actiph Water is unlike any other water - it’s not just a water and not just a sports or health drink, it is the birth of a whole new category and that is exciting for retailers," he says.

“We set out to create a water that not only enhances hydration but makes people feel better so they have the energy to say yes to life, and sets them up to make the most of every day”.

The brand is being fully supported at launch by a marketing campaign to raise visibility and drive consumer demand through PR, social media campaign and an experiential sampling programme.

Consumers will see Actiph at pop-up events and at the OM Yoga Show, Vegan Life Live, Move It, Be Fit London as well as broad media coverage.

The new water is available in 600ml and 1 litre bottle sizes and has an RRP of £1.39 and £1.99, respectively. Please visit www.actiphwater.com for further information or to enquire about stocking.

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