VEG WATER GETS A BRAND REFRESH

17 July 2017

VEG WATER GETS A BRAND REFRESH

UK based vegetable water brand, JF Rabbit, has unveiled a brand-new logo and packaging design across its range from June.

The new look is simple, on trend, and has been created to drive greater appeal with their core consumers of adults looking to achieve a healthier lifestyle.

In addition, the company is launching a brand-new flavour; Carrot Water with Orange Blossom. The new addition will be available in Wholefoods, London independents and through wholesalers Marigold, Epicurium and DDC from June.

A tastier alternative to plain water, the new flavour joins the popular Ginger Water with a touch of Lime and refreshing Cucumber Water.

The water category is booming as people opt for natural, simple products they can trust. In the next five years, functional and flavoured water is set to grow 37 per cent[1] and bottled water to grow 42.5 per cent[2].

All three JF Rabbit waters are gluten-free, contain nothing artificial, no added sugar and provide 100 per cent of the daily recommended vitamin C and zinc. All are also under 10kcal per 330ml bottle.

Co-founder Felix Tanzer says: “Many consumers are confused over what is truly healthy to eat and drink. JF Rabbit is more interesting than plain water but has none of the sugar of other juice drinks - exactly what busy ‘wellnistas’ are looking for. Our new logo, fresh look and tasty new flavour are set to blaze a trail in this new category.”

With new research[3] reporting that eight vegetables a day can make you feel happier, busy people are looking for ways to up their daily intake. With this surge in demand, packaging redesign and new flavour, JF Rabbit is set to establish the ‘veg water’ category.

-ends-

 

1  Euromonitor, Feb 2017
2 Euromonitor, Feb 2017
3 In the next five years, functional and flavoured water is set to grow 37 per cent (Euromonitor) and bottled water to grow 42.5 per cent (Euromonitor), with 40 per cent of adults wanting less sugar and no sweeteners (Mintel).Other key category insights that support the predicted growth of the new veg water category include:
  1. Reducing sugar consumption emerged as one of consumers’ top priorities across global beverages (Euromonitor, Feb 2017)
  2. Sugar & kcal content are notable considerations for many people drinking flavoured water, with 32 per cent noting that it’s important that these products have no kcal, rising to 38 per cent of 25-34s (Mintel, March 2015)
  3. CSD market has been the worst hit, 25% of CSD users are drinking fewer CSDs than 6 months ago, 50% doing so because they contain too much sugar (Mintel, March 2017)

 



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