Britvic is introducing a new cucumber, mint and lime flavour for its infused sparkling water brand Aqua Libra, supported by a new look across the range.
Rolling out from early April, the new product is looking to appeal to consumers’ changing tastes and drive growth in the water plus soft drinks sub-category.
Complementing the existing raspberry & apple and grapefruit & pineapple flavours, the new on-trend variant comes in 330ml cans and will be supported by in-store activation, events sampling and digital activity this summer.
From May, the wider Aqua Libra portfolio will also sport a new packaging design highlighting the zero sugar, sweetener and calorie content of the products.
Rachel Phillips OOH commercial director at Britvic, said: “Following the introduction of the soft drinks industry levy, we’ve seen a significant uplift in people switching from full sugar drinks into low and no added sugar alternatives across the board, demonstrating that consumers are not afraid to try new low or no calorie drinks. Aqua Libra has no sugar, no sweeteners and no calories, and we are confident that the new flavour will help the brand challenge the rules of soft drinks as it offers consumers a soft drink that is as healthy as it is tasty.”
