FEEL Good Drinks is extending its portfolio of soft drinks with the addition of a brand new Infusions range; naturally flavoured waters that never contain any added sugar.

The launch targets female urbanites and is set to propel the brand into the growing water category.

The new range, includes three flavour combinations for the contemporary palette. The 100% natural flavours include: Strawberry & Mint, Lemon & Elderflower, and Apple & Rose with a hint of geranium, which are available in 400ml and 1 litre formats, for both on-the-go and sharing occasions.

The launch will be supported by a £1million above the line campaign from April 2017 and will include mass sampling, sponsorship, outdoor media and experiential.

Ed Jones, Senior Customer Marketing Manager says: “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. 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.”