Deep RiverRock has launched a new Immune System range, aiming to tap into growth in the flavoured water segment and rising consumer demand for health-boosting products.
Available in three fruity flavours, Forest Fruits Sparkling, Lemon & Lime Sparkling and Strawberry Still, the range features Vitamin B6 and Zinc to support a healthy immune system and contribute to overall wellbeing; an increasing focus for consumers during the pandemic.
Introduced to the market in 1994, Deep RiverRock is sourced from deep beneath the glacial hills of Co Antrim and rich in minerals such as calcium, magnesium, potassium and sodium; all naturally occurring within the source. In 2006, the brand expanded into a flavoured water range which is sugar free with no calories.
Flavoured water is said to be fastest growing segment within the water category, posting value growth of 36% .
“At Deep RiverRock, we are passionate about hydration, and believe that it should always be interesting and sustainable,” said Hilary Hughes, Deep RiverRock. “We are proud to continue our journey of innovation with our new Immune System range, providing fruity refreshment, with the added benefits that our consumers seek, all with no sugar or calories.
“Our consumers are increasingly looking for easy and accessible ways to boost their immune system, and this new range will do just that. With the proven benefits of Vitamin B6 and Zinc, consumers can now hydrate with the knowledge that they are also getting some added health benefits.
“In true Deep RiverRock style, our marketing campaign will be irreverent but educational and we look forward to introducing the range to consumers across the island this summer.”
The Deep RiverRock Immune System range launches this month. Supported by a 360-degree marketing campaign, the new range will be introduced to consumers with out-of-home advertising, PR, digital, social, influencer outreach and a strong presence in stores across the island.
The launch will also benefit from a significant sampling blitz to encourage trial, through customer partnerships, sponsorship platforms and direct-to-consumer activity.
Deep RiverRock was the first water range on the island to move to 100% recycled bottles and continues to innovate to eliminate unnecessary plastic from its packaging.
In 2018, Deep RiverRock introduced smaller bottle caps, reducing plastic use by 10%. The bottle is also one of the lightest on the market, using 34% less plastic than in 2016.
Source: 1 – Nielsen, MAT, March 2021