Europe’s leading watermelon water brand, What A Melon, continues its domination of the natural hydration sector by securing key listings in Waitrose, Sainsbury’s and Holland & Barrett.
Joining other stockists, including Selfridges, Harrods, Pod, Abokado and Crepe Affair, ‘coconut-shy consumers’ can now purchase the brand from over 240 Waitrose branches (front-of-store), 400 Sainsbury’s and 700 Holland & Barretts nationwide.
The new 1 litre pack, which launches exclusively with Sainsbury’s this June, joins coconut water in challenging traditional juices with a lighter, lower sugar offer.
The move into the 1 litre pack format comes at a key time when orange juice consumption in the UK has fallen by 100 million litres from 2012 to 2015 according to CitrusBR1.. The data also found the consumption of lower sugar alternatives like coconut water has risen by 80 million litres within the same time period.
Tom Procter, Commercial Director of What A Melon commented: “We’re excited by the incremental sales opportunity that What A Melon has created for retailers. For our customers, we hope that with more pack-sizes and nationwide distribution, everyone will have a chance to try it this summer.’
What A Melon, having won Richard Branson’s Virgin VOOM business competition in 2016, now fronts this year’s initiative and can be seen as part of the campaign creative on billboard’s across the country.
The product, made with 80% watermelon juice, a splash of spring water and lemon, contains approximately half a watermelon per 330ml Tetrapak® and with no added sugar, artificial flavours or additives, it contains only 36 Kcal per 150ml serving.
The 1 litre packs are available from Sainsbury’s at RRP £3.95.
 The country losing out in the breakfast juice battle – Dataset commissioned as part of research story by CitrusBR