T&T Beverages has launched a still flavoured spring water aimed at women called h2eau Plus.
In April, rival Britvic is to launch an extension of its Robinsons Fruit Shoot brand called H2O, a fruit-flavoured water for children.
Although the two drinks are aimed at different markets, a Britvic insider describes the similar name as “annoying”.
The new T&T water, launching in the coming months in around 300 multiples, will be available in two flavours; lemon and strawberry; and lemon, lime and mandarin, and will be sold in 400ml single PET bottles and multipacks of 4x400ml PET bottles.
It claims to contain dietary fibre, aloe vera extract, artichoke extract, lemon juice and added vitamins and minerals, which the manufacturers claim have been “specifically formulated to assist the female body and metabolism.”
The producers believe the new product comes at a time when female consumers are tired of trying to achieve the daily hydration recommendation of two litres by simply drinking plain water.
A spokesman for h2eau says T&T’s h2eau Plus is addressing a very different market and nutritional breakdown to Britvic. He says: “We are confident that the excellent nutritional breakdown in h2eau Plus is better than any other flavoured water on the market.
“In fact we are surprised that many of them get away with the title ‘flavoured water’ as their nutritional values do not reflect the benefits of drinking pure spring water.”