Highland Spring launch NEW 6x1L sparkling multipack in the grocery channel
Highland Spring, the UK’s leading producer of naturally sourced bottled water, is launching a new sparkling multipack within grocery. Based on the insight that 59 per cent of sparkling water purchases are made for sharing and the number of bottles in a pack is a key purchase driver, Highland Spring has identified the right format to capitalise on the growing demand for take-home products at the water fixture.
The new Highland Spring Sparkling 6x1L multipack will be available nationwide, within the grocery channel from mid-November and will be replacing the existing 4x1.5L pack format. This format re-design supports the growing number of shoppers storing sparkling water in the fridge, 29 per cent, allowing them to enjoy Highland Spring in a standardised take-home format.
Highland Spring Sparkling has the highest penetration of any UK sparkling water brand and has delivered 61% of incremental value growth in sparkling water .
Carol Saunders, Head of Customer Marketing explains: “As the bottled water category continues to grow, we’re aware of the importance of listening to our consumers. We know that nearly two thirds of consumers purchase sparkling water to share, so we’ve produced this multipack for consumers to enjoy together, and for retailers to capitalise on this demand. We're on a mission to encourage healthy hydration habits across the country and keep the nation feeling good whether on the go or at home.”
Sparkling water is currently growing in value and volume at 12.2 and 9.6 per cent respectively. Total bottled water growth in UK has also increased by 10.7 per cent in the past year.
Highland Spring Sparkling 6x1L multipack will be available in major-multiples, RSP £3.09.