Aqua Libra’s variety pack responds to flavour-led hydration

Aqua Libra has expanded its infused sparkling water range with the launch of a 12-can variety pack, as the brand looks to capitalise on growing consumer demand for low-sugar flavoured water alternatives.

The new multipack format brings together a selection of the brand’s clean-label sparkling waters, allowing shoppers to sample multiple flavours in one purchase. The pack includes Raspberry & Blackcurrant, Cucumber, Mint & Lime, Blood Orange & Mango, and Watermelon & Strawberry, with four cans of each flavour.

Owned by Carlsberg Britvic, Aqua Libra says the move is designed to encourage flavour discovery and repeat purchase, as consumers increasingly seek healthier alternatives to traditional soft drinks.

According to the company, 38% of consumers actively look for new flavours to try most or all of the time, making variety formats an effective way to stimulate trial across the portfolio.

The launch also reflects wider shifts in the drinks market, where shoppers are moving away from sugar-sweetened beverages in favour of clean-label hydration options with low or no calories.
Russell Goldman, managing director of breakthrough brands at Carlsberg Britvic, said consumer attitudes towards hydration are evolving rapidly.

“We know that consumers of all demographics are becoming more engaged with hydration and the associated health credentials, and consumers are beginning to explore the water category through new flavours.”

He added that the brand aims to deliver flavour innovation without compromising on product credentials.

“At Aqua Libra, we want to deliver great flavour choices without compromising on calories, artificial additives, and most importantly taste, so we are really excited to bring this new variety pack to consumers nationwide.”

The new 12-can format is also intended to support more frequent hydration occasions, particularly as consumers look for convenient drinks that fit into daily routines at home, at work or on the move.

Consumer research cited by the brand suggests 80% of people believe they should drink more water, creating opportunities for manufacturers to develop formats that make hydration more accessible and appealing.

The launch follows strong sales momentum across Aqua Libra’s individual flavour SKUs, including its Blueberry & Pomegranate variant, which has delivered a strong rate of sale since its introduction.

The brand is also currently the fastest-growing water brand in the UK on-trade, according to the company.

The Aqua Libra 12-can variety pack is now available in major UK retailers including Waitrose and Ocado with a recommended retail price of £9.00.