BARR SOFT DRINKS DRIVES WATER INNOVATION WITH NEW STRATHMORE BOTANICS
Barr Soft Drinks is continuing to innovate the soft drinks category with the launch of a new, first of its kind product for the water category; Strathmore Botanics, made with spring water infused with natural botanicals and fruit flavours, with zero calories and no added sugar.
“Water consumption is on the rise, with the category growing by £148m in the last two years*1, driven by an increase in the number of consumers making choices based on health” says Adrian Troy, Marketing Director at AG Barr. “However research shows that taste remains the No.1 priority for shoppers when choosing a soft drink and, within the water category, flavour choice is limited.”
“Strathmore Botanics provides the perfect solution, combining exciting flavour trends with health and hydration.”
Available in three unique flavours – Orange & Mandarin, Apple & Elderflower, and Pear & Elderberry, and presented in a bespoke 500ml PET bottle, the new range taps into the growing popularity of natural botanical tastes that consumers are increasingly enjoying across other categories.
Strathmore Botanics performed well in taste tests with over 70% of shoppers saying they would buy the product, and two thirds of shoppers saying that they thought the product was modern, premium and appealing.*2
Impactful POS is available to help retailers create maximum standout at the point of purchase and draw attention to the water fixture with new product news.
“We have developed a product that is genuinely new and exciting for the category, and we look forward to working with retailers to drive incremental profits from their water fixture in 2018,” says Troy.
*1 IRI Marketplace, Value Sales, MAT to 31/12/17, Total GB Coverage
*2 JRA Consumer Quantitative Research Sept 2017, 16-34 yr olds