Highland Spring bursts into flavoured water with sparkling cans

Highland Spring is inviting consumers to “feel a surge of sparkling fruitiness” with the launch of its Highland Spring Flavoured Sparkling Water range.

Available in individual 330ml cans and 4 x 330ml multi-packs from April, the new format is a first for the brand, and will sit in the “canned sparkling water” segment. The range introduces three new wildly fruity variants, based on flavours inspired by Scotland, to reinforce the heritage of the Highland Spring brand.

The canned sparkling flavoured-water category has experienced encouraging growth in the last 12 months, up 40 per cent to a total value of £4.9m. However, many premium flavoured waters are not meeting consumer needs, taste being the biggest issue and lack of flavour driving low repeat purchase. Eighty per cent of consumers said a fuller-flavoured drink from Highland Spring would be appealing, with the top three drivers for purchase being “natural ingredients”, “no added sugar” and “no artificial sweeteners”.

At under 35 calories a can, all three Highland Spring flavours are simply made from Scottish sparkling water, with the flavours of fruits and herbs, and are naturally sweetened with apple juice to deliver a fuller flavour:

• Highland Spring Pear & Elderflower Sparkling Spring Water is a wildly fruity blend of naturally refreshing Highland Spring Sparkling Water, bursting with crisp and juicy pear and delicately floral elderflower (30kcal)
• Highland Spring Blackberry, Plum & Hibiscus Sparkling Spring Water is packed with the taste of juicy blackberry, sweet plum and softly herbal hibiscus (33kcal)
• Highland Spring Rhubarb & Ginger Sparkling Spring Water features the fresh tangy taste of rhubarb balanced with a kick of fiery ginger (33kcal).

“The growth in the sparkling flavoured water category over the last year has been impressive. There is still significant headroom for more, with the provision of a well-known brand, such as Highland Spring, to drive awareness, trial and repeat purchase,” commented Carol Saunders, Head of Marketing at Highland Spring.

“Thanks to a vast amount of consumer research and product testing, we are absolutely confident that our new Highland Spring Flavoured Sparkling Waters will meet the shoppers’ need for a fuller, more-adventurous, flavour profile, with all the credibility of a well-established brand.

“Scoring very high on consumer appeal and receiving a strong response to the concept, flavour combinations and taste, this new launch broadens our appeal with younger consumers, making it perfect for lunch at home, sharing with friends and as an alcohol replacement.

The launch will be supported by a fully integrated, through-the-line campaign featuring national advertising, with presence on Social Media and extensive PR and digital support. The launch will be further celebrated with a range of in-store activity focused around driving trial and repeat purchase.

Single 330ml Can RRP: £1.15 (Pear & Elderflower, Blackberry, Pear and Hibiscus and Rhubarb & Ginger)

4x330ml Multipack RRP: £3.25 (Pear & Elderflower and Blackberry, Pear and Hibiscus)