Britvic to roll out Aqua Libra fruit-infused waters in on-trade

Aqua Libra

Britvic Soft Drinks is rolling out its Aqua Libra range of infused sparkling waters into the on-trade after their successful launch in retail.

Made with sparkling water, the crisp, clean and unsweetened drinks comprise three flavours: Raspberry & Apple, Tangerine and Grapefruit & Pineapple.

Available in premium 330ml cans, they contain no added sugar, sweeteners or artificial flavourings, meaning they fall below the sugar levy threshold. At under three calories per can, they will appeal to health-conscious consumers.

The new contemporary pack design aims to reinforce its “feel-good” positioning. It was launched in Boots in October last year but is now being rolled out more widely.

Britvic drew on a brand name that was used for a popular range of sparkling waters in the 1980s, created by IDV, now Diageo. The brand was sold in 1994 to Orchid Drinks which was acquired in 2000 by Britvic.

Russell Goldman, commercial director for foodservice and licensed at Britvic, said: “With huge growth opportunities expected for the booming water plus category, which is currently worth £279million as health remains high on the agenda for so many consumers now and in years to come, stocking a range of innovative waters such as Aqua Libra presents operators with a great way to tap into the health trend and drive sales.

“Across many categories in food and drink, we now often see smaller entrants re-setting category rules with products that are both tasty and healthy.

“Aqua Libra has purposely been designed by a small entrepreneurial team within Britvic and there is a lot of excitement surrounding this launch’s potential, particularly considering the recent introduction of the Sugar Levy.

“In soft drinks, Aqua Libra is the perfect choice for those who often prioritise health but want bubbles with taste without the sugary sweetness of other soft drinks. “

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