Volvic revitalises Touch of Fruit range

Volvic has revitalised its Volvic Touch of Fruit sugar free range with a new Peach & Raspberry flavour, with added vitamin B6 for vitality.* Volvic focuses on a strategy of continuous flavour innovation, with new taste combinations providing an important strategy towards enticing new shoppers into the flavoured water category. The announcement follows the recent relaunch of Touch of Fruit’s branding in Summer 2021, with the new packaging offering a more eye-catching look alongside its ‘Beyond Your Expectations’ summer campaign that further highlighted modernity & bold taste.

The Volvic Touch of Fruit Sugar Free range has grown in value sales by +36%** over 2021, appealing to consumers who wish to stay hydrated without compromising on great taste. The new addition to the range, boasts the sweet taste of juicy white peaches combined with floral raspberry notes for a refreshing twist. Through extensive research into flavour trends, Volvic found that Peach & Raspberry flavoured drinks grew by 17%** within the soft drinks category over 2021. The new flavour is available in a 1.5L bottle, exclusively available in ASDA until March, when it will be rolled out to other large supermarkets & impulse channels. The launch will be supported with online & in-store activity, alongside influencer & buzzy PR moments.

Gemma Morgan, category marketing director at Danone, said:”The Volvic Touch of Fruit range has been delivering strong growth across the market in the last year, and the launch of this popular flavour combination is a tasty way to help even more people stay hydrated.”

“Consumers are looking to make more mindful food and drink choices, and we believe flavoured water has a key role to play in offering a refreshing alternative to soft drinks, that won’t compromise on taste. As the category continues to evolve, we’re seeing greater uptake from retailers for our market leader, Touch of Fruit, with the sugar free range particularly driving continuous growth for the brand.”

Volvic Touch of Fruit is the refreshing combination of Volvic Natural Mineral Water and delicious natural flavour, and is available in seven Sugar Free flavours, with less than 4 calories per serving.

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