Coca-Cola Enterprises Announces Launch Of New Glacéau Smartwater Sports Cap Pack
Coca-Cola Enterprises Ltd (CCE) has announced the launch of a new sports cap packaging format for its bottled water brand, glacéau smartwater, following a £14m investment at its manufacturing site in Morpeth.
The investment has helped to build a new high speed, fully automated water-processing and bottling line that will more than double production capability to 56,000 bottles per hour, from the previous line’s capability of 18,200 bottles per hour. The line will support production of the new sport cap format for the brand which is today worth £21.9m.
The new sports cap, which will be available in 850ml packs, will hit shelves this month and has been introduced to tap into consumer demand for instant consumption formats, where glacéau smartwater is ranked the number five brand. It is being supported by a £5.5 million ‘life distilled’ marketing campaign which kicked off in April, to help retailers capitalise on the growing popularity of bottled water on-the-go. The ‘life distilled’ campaign utilises out of home and digital advertising and will run across GB throughout spring and summer and aims to bring a sense of simplicity to the complex.
Launched in Great Britain in 2014, Morpeth is CCE’s only site to produce glacéau smartwater which uses spring water from an underground aquifer, also the source of Schweppes Abbey Well. This is then vapour distilled before electrolytes are added to give smartwater its crisp, clean taste.
Jane Buckley, Operations Director at Coca-Cola Enterprises Morpeth, said: “This is an exciting milestone for our Morpeth operations. At CCE we are dedicated to supporting local manufacturing across the country and this latest investment in new production technology, is a statement of our ongoing commitment to the Morpeth region.
“Here in Morpeth we have a proud history of producing high quality water for consumers across Great Britain, and glacéau smartwater has been a successful addition to this portfolio. Its unique, vapour distilled proposition stands it apart from other bottled water brands. Bottled water with sports caps are in growth, ahead of the rest of the instant consumption water sector so this latest innovation offers real room for our retail customers to capitalise on this trend.”
Source: Coca-Cola Enterprises Ltd
