Coca-Cola announces launch of 'glacéau smartwater' in Britain, a decade after its Dasani brand failed in the region; product will be made from natural spring water
May 23, 2014
(The Coca-Cola Co.)
– Coca‑Cola Great Britain (CCGB) today announces the launch of its new bottled water brand, glacéau smartwater. The £1.38bn UK bottled water category, has grown +6% year on year and is forecast to increase by a further 8% over the next three years.
Reflecting Coca‑Cola’s “Made in GB” commitment, glacéau smartwater will be produced and bottled in Northumberland. To support its launch, £3.5million has been invested in the production facility at Morpeth. The brand becomes the 22nd in Coca‑Cola Great Britain’s portfolio.
glacéau smartwater was first launched in the US in 1996. The brand has grown strongly in the last seven years and is now the leading premium water brand in the US. Great Britain is the first market in Europe to launch glacéau smartwater and will be looking to replicate some of the success it has enjoyed in the US.
glacéau smartwater is made from British spring water, which is vapour distilled before electrolytes are added to give the brand its crisp, clean taste. In tests, consumers respond very positively to the concept and design of glacéau smartwater and see it as different to current brands available.
The Recommended Retail Price for glacéau smartwater is 57p for 600ml and 89p for 850ml. The price is in line with a 500ml bottle of other leading water brands. The launch will be supported by a marketing campaign which will include TV, digital, outdoor and print.
glacéau smartwater launches at a time where the UK bottled water market is going from strength to strength. Coca‑Cola Great Britain has an existing water brand, Schweppes Abbey Well, which was the official water brand for the London 2012 Olympic and Paralympic Games. Glacéau’s existing UK portfolio includes glacéau vitaminwater, a range of great tasting low calorie hydrating drinks with essential vitamins and minerals.
As part of CCGB’s broader commitment to provide people with choice and low calorie options –stevia was introduced into the existing glacéau vitaminwater range in 2013 to reduce the calories by 30%.
Jon Woods, General Manager, Coca‑Cola GB & Ireland, comments:
"glacéau smartwater presents a great opportunity for us to grow our presence in the water category. We have seen the success that the brand has delivered in the US market – and look forward to offering consumers a premium brand without the premium price. We now have 22 brands in the UK including many low or no calorie options and provide people with a wide range of drinks to suit their lifestyle.”
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About Coca‑Cola Great Britain:
Coca‑Cola Great Britain is responsible for marketing 21 brands and over 100 products to consumers across Great Britain, with a focus upon developing new brands and extending existing brands including Coca‑Cola (recognised as the world’s most valuable brand). Other Coca‑Cola Great Britain brands include Diet Coke, Coke Zero, Fanta, Sprite, Dr Pepper, Oasis, Glaceau vitaminwater, Oasis, Schweppes, 5 Alive, Lilt, Kia Ora, Relentless Energy Drink and Powerade. The Coca‑Cola Great Britain portfolio is worth £2,095 million with value sales growth of 4.8% in the past year. Within this, the My Coke trilogy (Coca‑Cola, Diet Coke and Coke Zero) is worth £1,162 million (Nielsen, w/c 20/04/13). Coca‑Cola Great Britain is committed to developing innovative, responsible and sustainable initiatives that help protect the environment. Recently, the company launched its PlantBottle™ plastic made from up to 22.5% plant-based materials. For more information about Coca‑Cola in Great Britain, please visit our website at www.coca-cola.co.uk.
1. Canadean estimates 2014
2. Zenith International forecasts published Oct 2013