Danone Waters has announced a brand relaunch of its Volvic Touch of Fruit range with a new packaging design.
The new packaging comes as the flavoured category has grown by 64% in the last four weeks, and is on the heels of the new Pineapple & Orange flavour launch in March.
It features an updated logo and clear communication around the brand’s low- and no-sugar credentials. It will be rolling out across all pack formats between now and August, and will be supported by a consumer campaign.
Additionally, the packaging material will remain 100% recyclable and include the B Corp logo, demonstrating Volvic’s commitment to sustainability.
Elen Gyulnazaryan, senior brand manager at Danone Waters UK & Ireland, said: “As consumers’ needs continue to broaden when it comes to their drink choices, we’re seeing a real opportunity for retailers in the flavoured water category as it caters to consumers’ changing tastes.
“As the number one flavoured water brand in the UK, we’re committed to continually innovating to bring the most refreshing and tasty options to our consumers. As part of this, we conducted rigorous consumer testing for the relaunch, which clearly established a stronger purchase intent with the new design.”