The Taut sports drinks, which have two ranges, Isotonic and Endurance, are endorsed by the British Triathlon team.
The new design set out to communicate that Taut is a natural and healthy drink with only vitamins and minerals added.
The abstract figure on the front gives Taut a distinct identity from its competitors and a short inspirational story about a sporting moment links back- and front-of-pack messaging. Fruit is incorported into the design to communicate the health benefits of the drink.
The structural redesign has moved the range from pouches into bottles with a new grip point for added practicality for active consumers.
Sarah Lang, Taut marketing director, said: "The new sports bottles will cement Taut's position in the sports drink category and will offer our health-conscious sporty consumers a compelling proposition with great on-shelf standout. We expect this transition to drive growth across the brand."
The drinks come in three flavours: cranberry and blackberry; orange and mandarin; and lime and grapefruit; with Taut Endurance also in lemon. The drinks are available in Waitrose, Sainsbury's, Tesco and health clubs nationwide, and are shortly to be available in forecourts.
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