Hydr8 will be distributed through cash and carry stores, food service wholesalers and independent retailers, targeting price-conscious consumers.
The brand aims to offer an affordable British alternative in the value water market, which is populated by own-label and international brands.
The value water market experienced incremental growth of 18 million litres in 2010 and now accounts for more than 10% of total annual bottled water sales, according to Nielsen. Overall, UK bottled water sales are expected to grow by more than 10% from 2.09 billion litres in 2009 to 2.3 billion litres by 2014, according to Zenith.
Highland Spring Group marketing director Richard Beeston says: “Hydr8 will let the company expand into a growing sector. [It] comes in a range of sizes so it is ideal for independent retailers who service a significant share of this market.”
Hydr8 will be available in 500ml screw cap bottles and sports bottles of the same size. The water will also be available in a five litre format, the first time the group has produced a bottle of this size.
Hydr8 is the first brand launch by the group since it acquired the bottled water business of Greencore Group in March last year.
The launch will be accompanied by display and point of sale marketing activity.