BUXTON REPACKAGES WATER

April 30th, 2010

Nestlé Waters has revealed a contemporary new look for its market leading Buxton natural mineral water. The new label highlights the freshness, simplicity and quality of Buxton water.

While the green and blue colour scheme remains in the new design, several changes have taken place on the pack to reflect the purity and provenance of Buxton. The new green and blue lines reflect the hills of the Peak District in which Buxton is sourced, and the lower ‘swoosh’ represents the flowing water.

The wording of ‘Buxton’ has been refreshed with a simpler, bolder font which consumers identify as “confident and straightforward”. The British endorsement remains visible with the Union Jack on the lower right hand side, demonstrating a point of difference between Buxton and its competition.

Rebecca White, Head of Marketing at Nestlé Waters UK said: “The refreshed, clean design is an evolution of the Buxton brand; we want to ensure our customers still recognise the Buxton bottle and packaging, whilst creating a greater stand-out on shelf, attracting new and existing customers to buy across the range. Buxton water is pure and crisp, with a light refreshing taste and this is reflected in our new pack.”

Buxton is the number one British natural mineral water [1] and the fastest growing brand in the UK market at 33 per cent. [2] Buxton has an 8.5 per cent share of the UK bottled water market [3] and in February 2010, Buxton grew by 47 [4] per cent in the multiple channel. Buxton is part of the Nestlé Waters UK portfolio, which has a 14 per cent value share and 10 per cent volume share of the total £588 million UK bottled water market. [5]

White continues: “Buxton is committed to listening to consumers and investing in the brand. By redesigning our packs we are strengthening our value proposition and harnessing consumer trends to continue to make the category relevant and more exciting for consumers and therefore growing sales for our retail partners.”

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