SUGAR reduction is at the heart of the recent reformulation of the Volvic Juiced water range, with all new variants containing levels of 4.9g per 100ml.
Parent firm Danone Waters said it has reformulated the range in response to “growing consumer demand” for drinks that contain less sugar.
As part of the launch, Volvic Juiced is also moving to a bigger case – the 500ml range will now be available in 12X500ml which Danone said should result in an increased margin for independent retailers.
Volvic marketing manager Tom Hickton said the firm’s research, “tells us that delivering a great product that contains less sugar increases purchase intent in over two thirds of consumers, so offers a real opportunity for retailers to grow their category sales.”
