Danone to launch Volvic ‘functional’ brand

Danone Waters is preparing to launch a product called Volvic Revive, to grab a share of the “functional waters” market from rivals such as Lucozade Sport Hydro Active.

Insiders suggest the new product could be on the shelf by the summer, with a vitamin-based formula designed to help rehydration after exercise.

The company launched Danone Activ, a water fortified with calcium, in May 2001 but is believed to want to build on its Volvic brand. Volvic was the leading mineral water brand by value in the take-home market in 2003, with sales up 29 per cent (AC Nielsen). Danone Waters recently promoted Christine Denier to UK marketing director (MW February 26).

GlaxoSmithKline launched Lucozade Sport Hydro Active, targeting the women’s fitness market, last May (MW January 23, 2003). The product contains vitamins B and E and calcium and was supported in January with television and outdoor advertising. In March last year, Nestlé Waters launched its flavoured Vittel + Energy product, targeting the sports market.

Analysts believe there is plenty of room for growth in the UK bottled water market, although Coca-Cola has abandoned the UK launch of its “purified water” Dasani after negative media coverage and a product recall following a contamination scare (MW last week). It now says the product will not be reintroduced and has also abandoned the roll-out of Dasani in France and Germany.

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