Britvic is introducing a new flavour to its infused sparkling water brand, Aqua Libra, supported with a new pack design across the range.

Aqua Libra Cucumber, Mint & Lime is intended to complement the existing Raspberry & Apple and Grapefruit & Pineapple flavours. It combines a range of on-trend flavours and is crisp and refreshing for the summer months – a crucial period for retailers’ soft drinks sales.

Rachel Phillips, OOH commercial director at Britvic, commented: “Following the introduction of the soft drinks industry levy, we’ve seen a significant uplift in people switching from full sugar drinks into low and no added sugar alternatives across the board, demonstrating that consumers are not afraid to try new low or no calorie drinks. Aqua Libra has no sugar, no sweeteners and no calories, and we are confident that the new flavour will help the brand challenge the rules of soft drinks as it offers consumers a soft drink that is as healthy as it is tasty.”

Aqua Libra is also introducing a new pack design across the range which will go live in stores from May and is intended to drive retailers’ sales by increasing visibility on shelves. The new packaging will further highlight that Aqua Libra has no sugar, no sweeteners, and no calories.

The 330ml Cucumber, Mint & Lime flavour will be available from early April. The campaign will be supported by in-store activation, events sampling and digital. Aqua Libra is available in 330ml cans with an MRSP of £1.15.

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