North-West based Natural Drinks is looking to gain a slice of the £200m vitamin water and enhanced water drinks category with the launch of Vitzer.
The vitamin-rich flavoured water with a naturally-sourced sweetener is claimed to be a great-tasting zero carb, zero sugar, zero calorie drink. Vitzer will be available in three variants – Red Berry, Lemon and Lime, and Apple and Pear – all sweetened with Stevia extract, a natural leaf which offers a zero-calorie sweetness.
The launch of Vitzer will be supported by a PR and social media campaign positioning the product as a rehydrating ‘zero guilt’ alternative to water.
Experiential activity will take place across the country, targeting the 18-30 market in major cities and shopping centres; along with sampling at key trade events. Actress Gemma Merna will act as a brand ambassador and face of the brand, appearing on the product photography, which emphasises the drink as a natural, guilt-free pleasure.
Ian Minton, director at Natural Drinks, said: “We recognised there’s a wide market out there of 18-30 year olds who lead a busy lifestyle, appreciate the importance of eating and drinking well, as well as staying hydrated, but crave something more exciting than water.
“As a result, we are delighted to announce the launch of Vitzer, a great tasting drink that can be enjoyed guilt-free with zero sugar, zero calories, zero carbs and the additional benefit of multivitamins.
“The coming months will be exciting for Vitzer as the sales team are busy sealing distribution deals across the country. We will have national availability online within the next few weeks and national supermarket distribution available in time for the key pre-Christmas/New Year detox periods.”
Vitzer will be available in a striking wide-mouth 500ml PET bottle from mid-September 2012.