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UK: Princes brings functionality to sports waters

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Princes Soft Drinks has lined up brand extensions for two of its sports waters brand in the UK.

The UK company yesterday (4 April) unveiled Activa and Reviva - two additions to its Aqua Pura water portfolio. Activa - a hypotonic water - and Reviva - an isotonic drink - will be available in the country from later this month.

The additions are aimed at consumers between 18 and 34 who want the benefit of a functionally-enhanced drink, the company said. The waters will be supported by trade and consumer marketing including direct mail, outdoor advertising and an integrated PR campaign.

"We spotted a market opportunity for a natural mineral water-based range that will act as a complete hydration system for people who want to get the most out of their exercise," said David Patmore, marketing director for Aqua-Pura. "Activa and Reviva are ideally placed to meet this demand and we're confident that their positioning will provide a simple solution for active consumers."

Activa is available in citrus, tropical and summer fruits flavours, while Reviva will be offered in summer fruits and orange flavours. Both waters are available in 500ml sports cap bottles with an RRP of 69p each.

Activa and Reviva mark the first brand extension for Aqua-Pura since Princes acquired the brand in 2004.


Sectors: Soft drinks, Water

Companies: Aqua

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