Cawston Press continues to diversify its soft drinks portfolio with a strategic entry into the flavoured sparkling water market. Launching on 2 February, the new two-strong range aims to bridge the gap between plain sparkling water and traditional carbonated soft drinks (CSDs) by offering a premium, fruit-forward alternative without the sugar or sweeteners associated with the wider category.
The launch responds to the growing consumer demand for "lower-sugar hydration" options and positions the brand to capture shoppers migrating away from high-sugar and caffeinated beverages.
Product Specifications and Flavours
Consistent with the brand's core ethos, the new range is formulated using real pressed fruit juice and sparkling spring water. A key differentiator in the competitive water aisle is the exclusion of fruit juice concentrates, added sugar, and artificial sweeteners.
The range debuts with two variants:
Squeezed Lime: A blend of sparkling spring water and lime juice.
Pressed Watermelon: A combination of watermelon juice with a hint of lemon.
Targeting the Health-Conscious Shopper
Steve Kearns, Managing Director at Cawston Press, highlighted the gap in the market for "clean" hydration options that don't compromise on flavour.
"Sparkling water is a growing category, but we saw a clear opportunity to do things differently," Kearns explained. "Consumers want great tasting clean ingredients even when they’re choosing flavoured sparkling water. Using real pressed fruit, we’ve created a sparkling water that delivers genuine full-on fruit flavour without adding anything unnecessary."
Kearns added that for retailers, the range offers a "premium option that stands out on shelf and speaks directly to today’s health-conscious shopper."
Commercial Details for Buyers
The range is available in 440ml single cans (likely targeting the on-the-go/impulse channel) and 4x330ml multipacks (for take-home occasions).
Launch Stockists:
Ocado
Amazon
Selected Wholesalers
Direct-to-consumer (via Cawston Press website)
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