Danone extends Shape brand into bottled water

French dairy and mineral water company Danone is to extend its Shape yoghurt brand with a bottled water launch.

Danone Waters will introduce Shape bottled water early next year, in three flavours: raspberry and strawberry, pineapple, and apple. The product will be available in one-litre bottles.

An insider says the one-litre size falls between a “take-home” and an “on-the-go” drink, and the product is likely to be taken up as a drink to keep in the fridge at work. Danone Waters project leader Caroline Le Guennec is thought to be overseeing the development.

Danone bought Shape from St Ivel in August 2002. It recently announced a line of diet yoghurts under the name Shape Pleasures.

Danone Water’s portfolio already includes Danone Activ, Evian and Volvic. The company appointed Christine Renier as UK marketing director in February (MW February 2).

Danone’s sales were up 5.5 per cent, year on year, in the third quarter of this year, although sales in the beverages division fell by 4.7 per cent. The company said this reflected poor weather conditions in northern Europe this year, after last summer’s heatwaves.

Latest from Marketing Week

Marketoonist on GDPR

The Marketoonist

Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

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

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

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 will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

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

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

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