Sparkling vitamin water brand Activit has unveiled a rebrand, signalling its ambition to lead the next generation of soft drinks.
The brand said the relaunch reflects fast-changing consumer priorities and the continued rise of the functional drinks category.
With bold new packaging, a flavour-first positioning, and lifestyle-led tone of voice, Activit looks to tap into new a wave of demand: consumers who want healthier soft drinks that taste great, look good, and support a feel-good lifestyle without compromise.
“The functional drinks category continues to develop at pace, with more consumers than ever seeking healthier swaps and added functional benefits, without sacrificing taste or enjoyment.” says Barnaby Hughes, chief marketing officer at Actiph.
“We’ve always had a great product with Activit, and with this revitalised new look and feel, we’re now ideally placed to capitalise on this growing trend and lead the category with a brand & product that appeals to both consumers heads and their hearts.”
Surging demand for functional beverages
The rebrand comes at a time when consumers are rapidly switching from traditional carbonated drinks to functional beverages – driven by increasing interest in better-for-you options, no and low sugar formats, and everyday wellness.
As the soft drinks category evolves, Activit said it is positioned to offer retailers a product that:
- Meets the growing demand for health-conscious soft drink alternatives.
- Appeals to Gen Z and Millennial shoppers with modern, simple, and accessible wellness cues.
- Boosts impulse purchase and repeat sales through bold branding, and feel-good function.
The rebrand is expected to further accelerate performance across both in-store and online channels, with Activit already seeing a 68 per cent increase in unit sales vs last year.
Activit’s relaunch will be supported by an integrated campaign including paid digital advertising, targeted social and influencer partnerships, a mass sampling campaign and in-store activations. POS and trade support available on request.
Activit is currently available in 330ml can format across three skus: Lemon & Lime, Blackcurrant & Raspberry, Mango & Passion Fruit. The brand is stocked in Tesco, Holland & Barrett, Ocado, WH Smith, Amazon, independent retailers and to order via Brakes and Bestway.