Volvic dives into functional water category
Volvic has officially announced its entry into the functional hydration market with the launch of Volvic Vitamin+.
The move marks a significant pivot for the Danone-owned brand as it seeks to capitalise on the better-for-you beverage trend.
Rolling out across the UK and Ireland this April, the new range combines Volvic’s signature volcanic mineral water with essential vitamins and minerals. The launch features two primary flavours — Peach and Raspberry — each fortified with magnesium and vitamins B6 and C.
Volvic’s decision to enter the functional market is driven by a shift in consumer psychology. According to data cited by Danone, 67% of UK soft drink consumers now prefer obtaining health benefits through their beverages rather than taking traditional supplements.
“Consumers are changing the way they think about what they drink,” said Victoria Pham, head of category and commercial strategy for Danone UK&I Beverages. “They are looking for convenient, everyday ways to support their health and wellbeing without compromising on taste.”
By moving beyond simple refreshment into functional hydration, Volvic is targeting three key market drivers:
- The fatigue factor: with magnesium and B vitamins formulated to reduce tiredness and support energy metabolism, the range targets the on-the-go professional and student demographic.
- Clean label demand: the Vitamin+ range maintains Volvic’s commitment to natural flavours and low-calorie profiles, appealing to health-conscious shoppers who are increasingly wary of sugary energy drinks.
- The meal-deal opportunity: the new 75cl PET bottles are specifically designed to fit into retail meal deal fixtures, positioned as a premium, healthy upgrade from standard soft drinks.
While the Vitamin+ range is new to the UK, the move is a calculated expansion based on two years of strong performance in continental Europe. The UK launch follows a period of significant growth for the functional water category, which is currently outperforming standard bottled water as shoppers seek more value — nutritionally and physically — from their purchases.
The launch will be supported by a nationwide marketing campaign and high-profile visibility through Volvic’s partnership as the Official Water Supplier for the Women’s Rugby World Cup 2025.
Volvic Vitamin+ will be available at major retailers starting April 6th, with a recommended retail price (RRP) of £2.20 per 750ml bottle. The bottles are made from 100% recycled plastic (excluding cap and label), aligning with the brand’s broader B Corp sustainability goals.
As competition in the functional beverage space heats up with entries from both boutique brands and giants like Coca-Cola and PepsiCo, Volvic is betting that its volcanic heritage combined with scientifically backed health benefits will provide the edge needed to lead the category.
