Lucozade Sport has launched a new functional water, FitWater. Available in 600ml bottles (rrp 89p), it contains four electrolytes sodium and chloride to help replenish what you lose in sweat, magnesium which contributes to a reduction in tiredness and fatigue, and calcium to help with normal muscle function. With an additional £75.8m-worth of value sales in the past year alone (IRI data), water currently accounts for 14% of total value sales of Great Britain’s soft drinks. And functional water is the fastest-growing area within the still water segment, with a sales increase of 27.6% .
Claire Higgins, Lucozade Sport senior marketing manager at Lucozade Ribena Suntory (LRS), said: "We’re confident FitWater meets the growing consumer demand for functional drinks to enjoy as part of an active lifestyle. We know that sales of water have climbed 7.6% in the past year, so this segment represents a crucial opportunity for those looking to grow their sales; stocking up on FitWater will tap into this profit opportunity.
FitWater will be supported by a £3m media spend in September. A full range of pos material will be available this month.
020 3727 2420 www.lrsuntory.com