Volvic is the latest manufacturer to reformulate its products ahead of the introduction of the proposed tax on sugary drinks.
Citing a “growing consumer demand for tasty and healthier beverage choices”, Volvic has reduced the sugar levels of its Juiced variants to 4.9g per 100ml. The sugar tax will be levied on drinks containing 5g per 100ml.
Tom Hickton, Marketing Manager at Volvic, said: “Our research tells us that delivering a great product that contains less sugar increases purchase intent in over two-thirds of consumers, so this offers a real opportunity for retailers to grow their category sales.”
Alongside the launch of newly reduced sugar Juiced, the 50cl range is moving from a 6x50cl case to a 12x50cl version. This change standardises the range in line with Volvic’s competitors whilst increasing the margin for retailers with an improved POR of 49.6% (based on an RRP of 99p and a WSP of £4.99 per case of 12).
The reduced sugar variants are available this month (November), while a £1m nationwide marketing campaign is planned for 2017.