Nestlé revamps sparkling water offerings

Taking a cue from premium brands of sparkling water, Nestlé Waters has decided to update its portfolio by updating its line of products. In February, consumers will notice new flavors alongside new bottle designs and packaging.

Six brands under the Stamford, Conn.-based company will see changes: Poland Spring, Deer Park, Zephyrhills, Ozarka, Ice Mountain and Arrowhead. Aside from changing packaging design, each will add additional flavors and debut 12-oz. sized cans. The new options will feature lively lemon, lemon lime, zesty lime, orange, triple berry, summer strawberry, raspberry lime, black cherry, pomegranate lemonade and simply bubbles.

"Following rapid growth over the past few years, the sparkling water category is now mature enough for us to make a significant investment in developing this extensive line of mainstream sparkling offerings from our regional spring water brands, each of which is the top-selling still spring water brand in its market," Antonio Sciuto, executive vice president and chief marketing officer of Nestlé Waters North America, said.

According to Euromonitor, the sparkling water category grew 70% from 2011 to 2016, and it's expected to reach $3.1 billion by 2022. Another huge change within the brand is the use of real spring water as a primary ingredient, the company said.

"As consumers increasingly choose healthy beverages over sugary soft drinks and juices, they are looking for exciting new options. Now is the time to give millions of Americans the sparkling product they have been missing — combining the regional spring water brands they love with delicious natural flavors and added bubbles in both bottles and cans," Sciuto said.

Retailers such as supermarkets, club stores, conveniences stores and chain drug stores will see a change in:

  • Proprietary bottle design - a sleek, elegant PET bottle design that resembles vintage glass, is more comfortable to hold and highlights the movement of sparkling bubbles;

  • Eye-catching label - more prominent branding and fruit imagery, as well as a new colored cap to accentuate visual brand cues and distinguish from competitors;

  • Bold new case pack visuals - vibrant and colorful fruit graphics designed to capture attention on shelf and highlight flavor varieties;

  • Cans with colorful fruit graphics - offering 12 oz. cans, preferred by some customers, in all markets; and

  • Rainbow packs - popular flavor combinations in 24-pack bottles and cans to encourage flavor trial.

"Consumers are choosing sparkling water at an unprecedented rate," Sciuto said. "We already have great equity in our Regional Spring Water brands, and we hope that, as our existing customers enter the sparkling category, they will choose our brands first. With our ten great flavor options, they now have a whole new way to enjoy the spring water they love."