Crystal Drinks launches ‘functional water’ to take on brand leaders

Independent Yorkshire-based, drinks company Crystal Drinks is planning to take on established brands such as Danone Activ’, with the launch of a functional water called Crystal Spring Water Plus.

Functional water is the latest trend to attract health-conscious adults, who perceive sugared carbonated drinks as unhealthy. Crystal Spring Water Plus claims to use a process called “reverse osmosis” to purify the water, before enhanced quantities of minerals or vitamins are added.

Crystal Spring Water Plus will include calcium, zinc and vitamin C and B variants and will be available in 500ml and 1.5 litre plastic bottles.

The Crystal Spring brand was launched by Allied Soft drinks, a division of Associated British Foods, in 1986. It has undergone two management buy-outs in its history.

The company launched several products earlier this year, including the Cool Fuel Jets brand and an energy drink joint venture with Jordan Grand Prix called EJ-10. It has also developed a vodka-based premium packaged spirit using EJ-10.

The bottled water market was worth more than £770m at retail in 2001, according to Zenith International. The leading brands are Evian, Volvic and Danone Activ’. Danone Activ’, which has an enhanced calcium content, launched last year backed by a £6m marketing spend.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here