Danone’s water brand - Volvic - has reformulated its Juiced water range to reduce sugar levels in response to the growing consumer demand for tasty and healthier beverage choices. Available this month, Volvic Juiced variants will contain reduced sugar levels of 4.9g per 100ml.

Tom Hickton, marketing manager at Volvic, said: “We know consumers are looking for soft drinks that contain less sugar without compromising on taste. We believe Volvic Juiced is the perfect answer to this need. Our research tells us that delivering a great product that contains less sugar increases purchase intent in over 2/3 of consumers, so this offers a real opportunity for retailers to grow their category sales.”

Alongside the launch of reduced-sugar Juiced, the 50cl range is moving from a 6x50cl case to a bigger and better value 12x50cl version, to help standardise the range in line with competitors while increasing the margin for independent retailers with an improved POR of 49.6% (based on an RSP of 99p and a WSP of £4.99 for a case of 12 bottles).

All these improvements to the range will be communicated to consumers via a £1m nationwide marketing campaign throughout 2017. The marketing support is expected to further increase shopper awareness levels, so retailers are encouraged to stock up to meet demand.