Sanpellegrino®, the UK’s number one premium flavoured carbonated drink, has reintroduced its “Classic Italian Taste” by popular demand, along with a new premium look and feel.

Inspired by its long Italian heritage, the range will be supported by a new shopper, consumer and trade marketing campaign, ‘The Classic Taste is Back!’.

The sleek 330ml can format has been designed using a traditional Majolica decoration (a popular Italian pottery style), representing the sun-kissed citrus groves and famous pottery style of Sicily.

With a bold, eye-catching design, the updated look aims to stand out on the shelves to shoppers, including the four-pack size take-home format, making it more suitable for retailers to stock in-store.

Available in two flavours, Aranciata (Orange) and Limonata (Lemon), the range meets the demands of the adult soft drinks market for those looking to enjoy a tasty and sophisticated beverage.

Severine Hemms, Shopper Marketing Manager at Nestlé Waters® UK, said: “Since 1932, Sanpellegrino has established itself as a brand that stands for quality. Classic Italian Taste is an indulgent drink to enjoy as tasty treat.

“The original Sanpellegrino drinks were truly iconic, loved by fans in the UK. By bringing back the delicious well-known flavours, with a brand new sleek, Italian-inspired design, we aim to meet the growing demand for premium adult soft drinks that can deliver great taste and sophistication during consumption occasions. In some retailers where Classic Italian Taste has been introduced, we have seen incremental growth and customers feedback has been phenomenal so far.”

“As more shoppers actively choose to consume less alcohol, soft drinks, and carbonated soft drinks particularly, are a sought-after alternative. Classic Italian Taste fills this gap for an indulgent, authentic Italian flavoured carbonated soft drink.”

Sanpellegrino Classic Italian Taste is available now in Booker, Bestway, Acquisto, BP, WHS High Street, Ocado, Waitrose and Sainsbury’s.