Feel Good Drinks is extending its portfolio of soft drinks with the addition of a new Infusions range – naturally flavoured waters that contain no added sugar.
There are three flavour combinations: Strawberry & Mint, Lemon & Elderflower and Apple & Rose with a hint of geranium, which are available in 400ml and 1ltr formats, for both on-the-go and sharing occasions.
Targeting ‘female urbanites’, the launch of the water will be supported by a £1m including mass sampling, sponsorship and outdoor media.
Ed Jones, senior customer marketing manager, said: “This is ground-breaking territory as there’s nothing else like it on the market targeting the health-conscious consumer. We’ve taken demand for flavoured water – which is growing at +2% year-on-year – and the desire for a healthier alternative, which is driving ordinary water sales, to create an Infused water range that sits between the two.
“We’ve already seen consumers embracing the trend of infusing water by adding fruit to their water bottles. Feel Good Water makes that even easier. It also capitalises on the flavoured water trend, which is more popular than ever with the number of households buying flavoured waters increasing to over 12 million. Consumers of flavoured water are also buying into this category more often than last year, so it’s the perfect time to be catapulting the brand into new territory following a successful relaunch last year.”