Fresh New Look for Volvic Touch of Fruit

VToF Strawberry Original will now have a red cap and the VToF lemon & lime variant will have a yellow cap.

13/03/08 From March onwards the Volvic Touch of Fruit range is being reinvigorated with a brand new label design in order to boost on shelf-appeal and to drive trial amongst consumers.

The new labelling, which will almost double in size, will roll out across all bottles within the range from the 50cl bottles right through to the 1.5l bottles.

Within the total UK soft drinks market, which is growing at a steady rate of 2.8% YOY, Volvic's Touch of Fruit, which was originally launched in 2000, currently holds a 47% share of the flavoured still water category.

Patrick Kalotis, UK Marketing Director at Danone Waters, comments, “We're really excited about this new design for Volvic Touch of Fruit, which drives product appeal by re-enforcing on pack the core brand proposition of tasty hydration. The larger labels increase shelf standout and drive range clarity, and we believe these labels will create a huge impact in-store.”

Patrick Kalotis adds, “To coincide with the label change, Danone will also be introducing coloured caps to the Volvic Touch of Fruit original range, to further re-enforce both the range and flavour differentiation in-store: VToF Strawberry Original will now have a red cap and the VToF lemon & lime variant will have a yellow cap. The sugar free range will remain in the iconic blue caps, as consumers buy this predominantly on the premise of tasty hydration with reduced calories.”

The re-launch will form part of the £3m marketing campaign behind the brand in 2008. The campaign is set to include advertising within the grocery trade press as well as within the consumer press.