Chief executive Carlo Donati took the decision to extend Nestle Waters' offering following a review of the business. The company intends to grow its presence in the 'added-value' beverages market. Key to this strategy will be the addition of 'active benefits', such as energy-boosting or hydrating qualities, to its drinks portfolio.
Nestle Waters also hopes to extend existing Nestle food products into the drinks market, particularly those with health benefits. It will also increase innovation and has already launched Up and Go, a drinking yoghurt, under the Ski brand (Marketing, 15 March).
Companies such as Coca-Cola already have a presence in the added-value water market, having launched products such as the sports drink Powerade Aqua+ targeting consumers wanting more from their water.
Nestle Waters plans to develop its products in four categories: water (still and sparkling);water+ (flavoured water, with an indulgence positioning); nutrition and health products; and wellness drinks, which will be promoted to meet consumers' moods, as well as addressing traditional health problems.
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