Coca-Cola Enterprises is planning to make further inroads into the bottled water market, with a multi-million pound investment backing the launch of the leading US premium brand on this side of the Atlantic.
Glaceau Smartwater has been a fixture in US stores for almost 20 years and has shown growth in the last seven years to help it into the top slot. Its UK launch is the first beyond American shores and heralds its move into Europe.
CCE has furthered its commitment to making products in the UK by investing £3.5m in a production facility to produce and bottle the water, which will be launched in August in 600ml and 850ml variants. It is further emphasising the bottle’s environmental credentials.
Launch plans for the two Glaceau Smartwater sizes, which will have an RRP of 57p and 89p respectively, with a multimedia marketing campaign, taking in TV, digital, outdoor, print and sampling elements.
CCE pointed to the growth in the UK bottled water market, currently worth £1.38bn after enjoying year-on-year growth of 6%, with an expected growth of 8% over the next three years.
Sales and marketing vice president Nick Canny said: “We have seen the success that the brand has delivered in the US and we will look to replicate that in GB by providing shoppers with a product that offers great value for money and is clearly differentiated from other brands on the market.
“By expanding our portfolio we are offering our customers further opportunities to capitalise on the growing bottled water category and we are committed to providing retailers with a choice of drinks that suit their shoppers’ lifestyle.”