Coca‑Cola Great Britain (CCGB) announces the launch of its new bottled water brand, glacéau smartwater. The £1.38bn UK bottled water category, has grown +6% year on year and is forecast to increase by a further 8% over the next three years.
Reflecting Coca‑Cola’s “Made in GB” commitment, glacéau smartwater will be produced and bottled in Northumberland. To support its launch, £3.5million has been invested in the production facility at Morpeth. The brand becomes the 22nd in Coca‑Cola Great Britain’s portfolio.
glacéau smartwater was first launched in the US in 1996. The brand has grown strongly in the last seven years and is now the leading premium water brand in the US. Great Britain is the first market in Europe to launch glacéau smartwater and will be looking to replicate some of the success it has enjoyed in the US.
glacéau smartwater is made from British spring water, which is vapour distilled before electrolytes are added to give the brand its crisp, clean taste. In tests, consumers respond very positively to the concept and design of glacéau smartwater and see it as different to current brands available.
The Recommended Retail Price for glacéau smartwater is 57p for 600ml and 89p for 850ml. The price is in line with a 500ml bottle of other leading water brands. The launch will be supported by a marketing campaign which will include TV, digital, outdoor and print.
glacéau smartwater launches at a time where the UK bottled water market is going from strength to strength. Coca‑Cola Great Britain has an existing water brand, Schweppes Abbey Well, which was the official water brand for the London 2012 Olympic and Paralympic Games. Glacéau’s existing UK portfolio includes glacéau vitaminwater, a range of great tasting low calorie hydrating drinks with essential vitamins and minerals.
As part of CCGB’s broader commitment to provide people with choice and low calorie options –stevia was introduced into the existing glacéau vitaminwater range in 2013 to reduce the calories by 30%.
Jon Woods, General Manager, Coca‑Cola GB & Ireland, comments:
“glacéau smartwater presents a great opportunity for us to grow our presence in the water category. We have seen the success that the brand has delivered in the US market – and look forward to offering consumers a premium brand without the premium price. We now have 22 brands in the UK including many low or no calorie options and provide people with a wide range of drinks to suit their lifestyle.”