Following a launch in the Grocery channel earlier this year, the new range of Weight Watchers Soft Drinks is entering the Impulse market, and is set for a major roll-out across the UK.
The Weight Watchers Soft Drinks range offers fruit flavoured drinks that can help maintain hydration and be enjoyed as part of a healthy eating plan.
Having already experienced consumer awareness since the range was launched into the Grocery channel by Vimto Soft Drinks in January; this next phase aims to provide another opportunity to boost their soft drinks sales.
The portfolio comprises of a variety of flavoured Cordials, Ready to Drink Fruit Drinks and Lemonade all with no added sugar and a ProPoints value of zero per 250ml serving.
Tapping into lunchtime and ‘on the go’ occasions, the range of 500ml Ready to Drink Fruit Drinks are available in two flavours; Italian Red Grape & Raspberry and Brazilian Orange, Mango & Watermelon.
The cordials are available in a 1 litre PET format in three flavours – Sicilian Lemon & Elderflower, Italian Red Grape & Pomegranate and Chilean Plum & Raspberry.
To complete the portfolio, the Sicilian Lemonade is available in a 2 litre PET bottle format, which adds a refreshing carbonated offering for everyday sharing occasions at home.
Marketing Manager Emma Hunt said: “In an increasingly health conscious society we recognise the importance of giving consumers the widest choice possible, and from extensive consumer research, we identified a definite gap in the market for low calorie premium flavoured adult drinks.
“Weight Watchers is established as one of the most recognised and trusted brand names among weight-conscious consumers and we have developed a range of drinks that have been extremely well received.
“The pack sizes also enable convenience retailers to benefit from the opportunity too.”
The range is now available to Nisa retail members throughout the country, forecourts through selected wholesalers, Spar James Hall and Spar Appleby Westward, Superdrug, Tesco Express and Makro stores nationwide.
Weight Watchers is currently the UK’s #1 brand within the £2.3bn Low Calorie category, with a total brand value of over £327m, a household penetration of 50.6% growing at +7% YOY.
The range marks Vimto Soft Drink’s biggest brand launch since the Vimto brand itself entered the market 103 years ago.
RSPs of the new range are: RTDs (500ml PET) – £1.15, Dilutes (1ltr PET) – £1.69, Lemonade (2ltr) – £1.29.