The new sparkling water portfolio includes Nestlé Waters’ six regional bottled water brands: Poland Spring, Deer Park, Zephyrhills, Ozarka, Ice Mountain, and Arrowhead.
The updated packaging will feature an easier-to-hold PET bottle design that “resembles vintage glass”, prominent labeling with fruit imagery, and a
12-ounce can option with colorful graphics to meet more consumption occasions and consumer preferences.
The new products will be available in retailers including supermarkets, club stores, conveniences store, and drug stores nationwide.
Ten flavors will be added to each regional brand – lively lemon, lemon lime, zesty lime, orange, triple berry, summer strawberry, raspberry lime, black cherry, pomegranate lemonade, and simply bubbles.
To help drive the launch, Nestlé Waters said it will leverage both its brand loyalty gained from its premium sparkling water brands, Perrier and S. Pellegrino, and consumer recognition of its regional water brands in North America.
The company hopes that the fizzy versions will roughly double its household penetration by 2020 compared to the number of households in 2016.
"Consumers are choosing sparkling water at an unprecedented rate," Nestlé Waters North America executive vice president and chief marketing officer, Antonio Sciuto, said.
According to Euromonitor, the sparkling water category grew 70% between 2011 and 2016 and is expected to reach $3.1bn by 2022.
"Following rapid growth over the past few years, the sparkling water category is now mature enough for us to make a significant investment in developing this extensive line of mainstream sparkling offerings from our regional spring water brands," Sciuto added.
A campaign to support the launch of the regional sparkling water brands will begin this spring.