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Nestlé Waters NA Hopes New Packaging, Flavors, Will Lure Buyers To Sparkling Water

May 16, 2018: 12:00 AM EST

In an interview, Nestlé Waters NA brand business director Sam Martin said the decision to revamp its sparkling water portfolio – Arrowhead, Deer Park, Ice Mountain, Ozarka, Poland Spring, and Zephyrhills – with new flavors and packaging was based on perceived opportunities in the market. Though sparkling water has been on a torrid growth ride in recent years, household penetration has reached only 16 percent. Perrier is selling well in plastic bottles and glass but, according to Martin, adding cans to the portfolio represents “a really big unlock for the consumer.” In addition, Perrier has successful core flavors, but new flavors (like pomegranate lemonade) will attract new buyers. The basic strategy is to convince consumers of the benefits of sparkling waters “by entering through the lens of our existing business with them.”

DSN STAFF, "Q&A: Nestlé Waters focuses on sparkling water with redesign, new flavors", Drug Store News, May 16, 2018, © Drug Store News
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