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product news: Nestlé Waters extends Sanpellegrino brand

John Wood ·

Nestlé Waters’ Sanpellegrino brand is launching an organic sparkling flavoured tea range, Sanpellegrino + Tea.

The new organic range is intended to cater to the continued growth of shoppers seeking out a low- or no-sugar option and trading up to a more premium soft drinks choice.

Barbara D’Amico, international brands lead at Nestlé Waters, said: “We are delighted to launch the brand into a new subcategory for the existing Sanpellegrino fan base as well as introducing the brand to a new audience seeking a flavour-packed, premium sparkling tea experience.

“As a brand that is known, trusted and loved, we are delighted to be adding value to a soft drinks category that has seen new product launches double in 2017, contributing to overall category growth. We look forward to seeing the + Tea range joining the existing portfolio.”

The launch is part of a wider brand awareness campaign kicking off this year with digital engagement, experiential and sampling activities and in-store merchandising and print advertising planned. A range of disruptive POS has also been developed for retailers and wholesalers, to help drive sales in store.

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