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Volvic is launching a new functional water range, Volvic Vitamin+, marking its entry into the functional hydration segment in the UK and Ireland.
The range, which will roll out from Monday 6 April, combines the brand’s natural mineral water with added magnesium and vitamins B and C. The formulation is positioned to help reduce tiredness and fatigue and support normal energy-yielding metabolism.
Volvic Vitamin+ will be available in 75cl PET bottles, targeting meal deal and on-the-go occasions. The company cited rising demand for healthier food-to-go options, with 69% of consumers seeking healthier meal deals and overall food-to-go consumption projected to grow at a 5% CAGR over the next five years.
The range includes two variants: Recharge Raspberry, which contains magnesium and vitamins B5, B6 and C, and Active Peach, which contains magnesium and vitamins B5, B7 and C.
Victoria Pham, head of category and commercial strategy of UK&I – beverages at Danone, said: “Consumers are changing the way they think about what they drink. With 67% of UK soft drink consumers preferring a drink with health benefits over taking a supplement offering equivalent benefits, it’s clear that people are looking for convenient, everyday ways to support their health and wellbeing."
"Answering that need, Volvic Vitamin+ offers great-tasting, naturally filtered mineral water enriched with magnesium and essential B and C vitamins, helping to reduce tiredness and fatigue, and support normal energy-yielding metabolism.
“Backed by two years of strong performance in Europe and clear consumer demand here in the UK, we’re excited to scale into functional hydration. The move reflects our confidence in the category’s future, with strong growth expected in the year ahead.”
According to the company, the product has driven category penetration in Germany over the past two years. Consumer testing also indicated strong purchase intent and brand alignment.
Volvic Vitamin+ will be available at major UK retailers with an RRP of £2.20 and will be included in meal deal promotions. In Ireland, it will retail at €2.80.
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