Volvic has launched Volvic Vitamin+, marking the brand’s first move into functional hydration in the UK and Ireland.
Rolling out from 6 April, the range combines the brand’s naturally filtered volcanic mineral water with added magnesium and B and C vitamins to help reduce tiredness and fatigue and support normal energy‑yielding metabolism.
Volvic Vitamin+ is available in 75cl PET bottles (RSP £2.20) that suit retailers’ meal‑deal fixtures and on‑the‑go missions. This aligns with shopper trends, with more consumers seeking healthier meal‑deal options and food‑to‑go consumption expected to grow at a 5% CAGR over the next five years.
The lineup launches with two targeted functional variants designed around specific needs: Recharge Raspberry, with magnesium and vitamins B5, B6 and C to help reduce tiredness and fatigue; and Active Peach, with magnesium and vitamins B5, B7 and C to support normal energy‑yielding metabolism.
The launch comes as the waters category delivers strong value and volume growth, with flavoured still water growing even faster and benefit‑led flavoured still water accelerating further.
According to Danone, the product builds on two years of strong performance in Europe and clear local demand. The concept has also been validated by consumer testing that delivered high brand‑fit scores and strong purchase intent.
