Volvic has officially entered the functional hydration segment with the introduction of Volvic Vitamin+.
This strategic shift represents a notable change for the Danone-owned brand, aiming to leverage the growing trend towards healthier beverage options.
Launching in the UK and Ireland this April, the new line merges Volvic’s renowned volcanic mineral water with vital vitamins and minerals. It features two primary tastes: Peach and Raspberry, each enriched with magnesium along with vitamins B6 and C.
Volvic’s move into the functional market is influenced by evolving consumer preferences. Data from Danone indicates that 67% of soft drink consumers in the UK now favor deriving health benefits from their drinks instead of relying on traditional supplements.
“Consumers are changing the way they think about what they drink,” remarked Victoria Pham, who leads the category and commercial strategy for Danone UK&I Beverages. “They are looking for convenient, everyday ways to support their health and wellbeing without compromising on taste.”
By expanding from basic refreshment to functional hydration, Volvic is addressing three primary market trends:
1. The fatigue factor: This range includes magnesium and B vitamins designed to alleviate tiredness and enhance energy metabolism, catering to busy professionals and students.
2. Clean label demand: The Vitamin+ lineup adheres to Volvic’s philosophy of using natural flavors and maintaining low-calorie profiles, appealing to health-focused consumers who are increasingly cautious of sugary energy drinks.
3. The meal-deal opportunity: The new 75cl PET bottles are crafted to fit seamlessly into retail meal deal offerings, marketed as a premium, healthier alternative to regular soft drinks.
Although the Vitamin+ range is new in the UK, this launch builds on two years of impressive performance in continental Europe. The introduction comes at a time when the functional water category has been thriving, outperforming standard bottled water as consumers seek greater value—both nutritionally and physically—from their purchases.
A comprehensive marketing initiative and enhanced visibility through Volvic’s role as the Official Water Supplier for the Women’s Rugby World Cup 2025 will support the launch.
Starting April 6th, Volvic Vitamin+ will be available in major retailers, with a suggested retail price (RRP) of £2.20 per 750ml bottle. The bottles are crafted from 100% recycled plastic (excluding the cap and label), reflecting the brand’s broader B Corp sustainability objectives.
With rising competition in the functional beverage space from both boutique brands and industry leaders like Coca-Cola and PepsiCo, Volvic aims to leverage its volcanic heritage coupled with scientifically supported health benefits to gain a competitive edge in this expanding category.
