UK: Innocent to relaunch Juicy Water
Innocent is investing GBP1m (US$1.9m) in rebranding its Juicy Water drink as This Water.
The UK drinks company said the move represented a serious commitment to the country's fast growing water-plus category.
"It's an area with great growth potential and our feedback from drinkers to the brand has been extremely positive," said Richard Reed, Innocent's co-founder.
This Water will comprise the same ingredients as Juicy Water - 80% UK spring water, 15% fruit juice and 5% natural sugar - and will be introduced this summer in four variants. All variants come in 420ml PET bottles.
Although Innocent has yet to finalise its promotional plans, the company said they would include sampling and in-store POS material.
Juicy Water was first launched in 2003.
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