Volvic launches Touch of Fruit Sugar Free Rhubarb flavour as special edition

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Volvic, the UK’s no 1 bottled water brand launches new Touch of Fruit Sugar Free Rhubarb flavour in special edition. The sweet and tart, quintessentially British flavour, follows the brand’s special edition bestselling watermelon variant launched in 2018, which won several industry awards.

Available exclusively in Sainsbury’s from February and nationwide from March in the UK and Ireland, Rhubarb is the ‘flavour trend’ to watch, says Volvic brand manager Maria-Tzina Leria. The theory is echoed by top British supermarkets who reported a 350 per cent increase in people searching online for rhubarb products in 2018.

Commenting on the launch, Leria said: “We’re excited to bring Volvic Touch of Fruit Sugar Free Rhubarb to our customers. Inspired by traditional British flavours, we have worked hard to get the recipe right – the result is a refreshing tangy complimentary flavour.

Taste is essential, but it doesn’t mean it has to be high in sugar. We know more than ever that consumers are aware of their sugar intake and actively trying to reduce it where possible, seeking better options. People are looking to brands and manufacturers to help make health-conscious choices accessible, and our Touch of Fruit Sugar Free range offers this without compromising on taste.”

The launch will be supported by a 360-marketing activation from May and backed by an investment of £2.1M across the Touch of Fruit portfolio, and hero’ing the Rhubarb SKU.

Details include:

  • Nationwide Out-of-Home communication
  • A huge social media presence across Facebook and Instagram to engage with Volvic’s millennial target audience
  • Drive trial through nationwide sampling activation
  • Drive stand-out at shelf through impactful POS

Leria added: “Our 360 campaign lands in time for summer, a crucial time for retailers to grow their soft drinks sales, and we’re here to support them in making the most of the opportunity.

We see huge growth potential for retailers in the sugar free soft drinks space, for example last year saw a +20.7 value increase – largely driven by our Watermelon variant which due to its success became a permanent fixture in our Touch of Fruit sugar free range.”

Available exclusively in Sainsbury’s from February in 750ml format and nationwide in the UK and Ireland from March in both 750ml (RRP £1.15) and in 1.5L format (RRP; £1).