New Nuva flavoured water pours into gap in the market

This month sees the launch of what the company is calling a ground-breaking flavoured water brand – Nuva –which aims to revolutionize the soft drinks category.

Free from sugar, sweeteners, calories and preservatives, the product combines naturally-sourced flavours and extracts with high quality spring water from the Loire Valley. The three-strong range comprises: Cucumber & Garden Mint; Ginger & Lemon: and Melon & Jasmine.

Having seen a gap in the market for a healthy flavour-enhanced water, Nuva MD, Christine Renier, former marketing director at Evian, comments: The bottled water market may be burgeoning but there are two realities that have driven us to look for the new generation of flavoured waters: consumers still aren’t drinking enough water to stay properly hydrated and, as the anti-sugar momentum builds, they have started to wake up to the amount of ‘hidden nasties’ – like sweeteners – that are abundant in existing flavoured waters.”

Co-founder Gemma Pond added: “Our own personal frustrations to find an ‘on-the-go’ healthy drink that fits a natural, minimally processed healthy diet led us to develop Nuva … Nuva bridges the gap between existing plain and flavoured waters, and pioneers a new category allowing people a healthy alternative to stay hydrated. Reaction from retailers has been beyond our expectations and we believe that Nuva will drive sustainable growth through incremental sales by attracting like-minded health-conscious consumers.”

The drinks are packaged in 500ml fully recyclable PET bottles for on-the-go consumption and will be supported at launch by a robust marketing programme, including a consumer-facing PR and social media campaign.