Evian launches enhanced sparkling water to combat energy slumps24 Aug 2021
French water brand Evian is putting new energy into attracting consumers to its enhanced water line called evian+. The Evian product, which launched last spring, is enhanced with magnesium and zinc to help contribute to normal cognitive function and comes in four flavors: Raspberry & Ginseng, Lime & Ginger, Grapefruit & Basil, and Cucumber & Mint.
Each of the flavors has zero sugars, zero sweeteners and zero calories. This sparkling beverage will become available in North American markets this week, and customers in New York City, Miami, Los Angeles, Boston, Tampa, Orlando and Jacksonville are eligible for a free six-pack sampler if they visit the brand’s website.
Evian, which is owned by the Danone group, is a major player in the water space, which has been struggling in recent years as consumers drift toward more functional hydration options. In fact, the bottled water manufacturer has struggled with stagnant share prices in recent quarters, making this product launch also a big bet on its part.
As consumers search for more personalization in their packaged goods, bottled water has become a playing field crammed with big names, private label and startups. The space has become so hyper-competitive that other Big Food manufactures have buckled under the pressure. Nestlé sold its North American bottled water business this spring in favor of focusing on local mineral waters, premium brands and functional water.
Evian is already positioned as a premium brand, and through this latest product launch, it is leveraging the continued popularity of premiumization in the North American market. And with data from Mordor Intelligence showing Danone SA being the third-largest player in the functional water category and North America topping the list as the largest market for these products, it is no surprise that Danone is interested in investing further in the space.
It is also worth noting that this product release is coming at a time when the company is conducting a strategic review of its total portfolio in an effort to slim down its operations and compete more effectively within the overall food and beverage market.
However, it is clear that the French conglomerate is simultaneously taking different approaches as it works to keep its brands at the forefront of consumers' minds. One way in which Evian is positioning itself to be at the head of the pack is by continuing to commit to sustainability. Since 2017, the water brand has been carbon neutral in its production in the U.S. and Canada. Naturally, this newest addition to the portfolio will follow suit. Evian+ comes in aluminum cans to encourage recycling and to alleviate the continued pressure exerted by consumers surrounding the use of plastic.
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