Highland Spring in play as Coke pursues water brand

Coca-Cola GB is plotting to buy a bottled water brand, almost two years after the Dasani disaster, in yet another attempt to crack the UK water market.

It is thought that Highland Spring, the third-best selling water in the UK after Volvic and Evian, is the most obvious prey for Coca-Cola.

The drinks giant is known to have created a secret project team to work on buying an established bottled water brand to fill the only major hole in its current portfolio.

Sources confirm that Highland Spring has been talking to potential buyers for some time.

Coke owns the Malvern water brand, but wants to re-enter the lucrative UK bottled water market on a larger scale. In March 2004, Coke was forced to withdraw Dasani just four weeks after its &£7m launch. Rather than being a natural mineral water bottled at source, Dasani was tapwater that had been filtered and had minerals added to it. A cancer scare surrounding chemicals found in the water fuelled negative press coverage of the brand.

An industry source says: “Highland Spring’s target market is older than the market Coke aims at, but first and foremost Coke desperately needs a source of water. The brand is the secondary consideration and can come later.”

Another source says: “Coca-Cola would pay a premium for a top brand, so it would not make commercial sense to then use the water to create another brand from the source. Any buyer would expand the Highland Spring brand, perhaps by moving into flavoured water, for instance.”

The UK water market is worth &£1.6bn and is anticipated to grow by eight per cent in 2005.

Highland Spring, which owns Gleneagles natural mineral water, has 6.4 per cent of the UK market by volume.

Latest from Marketing Week

Tesco, M&S, Just Eat: 5 things that mattered this week and why

m&s

M&S chief outlines digital-first strategy after profits plummet Marks & Spencer (M&S) is gearing up for a digital-first future, after its revealed on Wednesday (23 May) that profits had dropped a massive 62.1% to £66.8m compared to the previous year. A day earlier, the struggling retailer confirmed it will close more than 100 stores over […]

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

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

THE BEST CONTENT

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.

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 are 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.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

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