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.

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