UK: Nestle to launch flavoured Vittel line

Nestle Waters is to launch a range of sugar free water drinks under its Vittel water brand in time for summer.

The company said the launch comes when the total water drinks market is showing 10% growth year-on-year, while flavoured still waters are growing at 22% and 3% more households are buying into the water drinks category year-on-year.

"By launching its own range Vittel is offering consumers a healthy alternative to plain water available in refreshing lemon and tantalising raspberry," the comany said.

Available in 50cl and 1.5l bottles the new water drinks will be available nationwide in June.  To support the national launch Vittel is running a national television advertising campaign as well as other marketing initiatives to raise visibility and drive sales. The television campaign will air throughout June, July and August to raise awareness of the waters and to drive trial Vittel is implementing a sampling campaign in May and June at key retailers across the country.

Alice Costes, senior brand manager at Nestlé Waters UK, said: "Vittel recognises that while the message of keeping hydrated is getting through to consumers, water isn't always the most interesting thirst-quencher. Though the market currently offers a number of water drinks, many of these negate water's healthy properties by having a high sugar content. Vittel's new flavours combine the need for health and hydration, with a pleasurable, fruity taste."