Nestlé Waters to target children with flavoured Buxton extension

Nestlé Waters is extending its foothold in the children’s mineral water market with the launch of two new flavoured mineral water products called Lemon Wave and Strawberry Wave.

The products, expected to be branded under the Buxton Mineral Water banner, will be in the 250ml “lunchbox” packaging size and feature sports caps. The launch is planned for later in the spring.

The initiative comes as Coca-Cola Great Britain (CCGB) faces a backlash against its new bottled water product Dasani (MW last week). The brand has the same source as ordinary tap water but is “purified” via a series of treatments. The Food Standards Agency has asked trading standards officers whether CCGB has breached labelling guidelines by calling the product “pure, still water”.

Coca-Cola is launching a 250ml Dasani Dinky brand extension in May, targeting both fashion- conscious women and children with the product (MW February 26).

Buxton launched its 250ml lunchbox-format mineral water in March 2002 (MW March 21, 2002). Rival Highland Spring also has a 250ml bottle and a licensing deal with Warner Bros for Looney Tunes-labelled 330ml bottles.

Buxton parent company Nestlé Waters has indicated that it might be willing to sell its famous French Perrier brand, which it bought for $2.4bn (&£1.3bn) in 1992. The company is apparently frustrated by productivity issues at the bottling plant.