Tropicana debuts Hydrate+ range
Tropicana is expanding its portfolio with the launch of Tropicana Hydrate+, a new chilled range designed to tap into growing consumer demand for functional hydration.
Blending tropical fruit flavours with coconut water, magnesium and vitamins E, C, B1, B2 and B6, the range aims to deliver hydration while maintaining taste quality.
According to the brand, more than a quarter of drinks are now bought for hydration, while taste remains the primary driver of choice. Tropicana Hydrate+ is positioned to meet both needs, offering what it calls a refreshing, familiar juice‑based format.
Liz Ashdown, marketing director at Tropicana Brands Group, said: “Hydration is becoming increasingly important to consumers. We know that sales of functional drinks have grown 31% since 2022, while hydration‑related online searches have multiplied by 1,000% since 2021. Our research consistently shows that great taste still comes first for consumers and, with 79 years of fruit‑blending expertise, Tropicana is perfectly placed to deliver both.
“Tropicana Hydrate+ builds on what people already love about Tropicana, combining delicious fruit with functional hydration to create a natural pick‑me‑up for consumers looking to quench their thirst.”
The Hydrate+ range launches in two variants – Pineapple with Coconut Water and Mango with Coconut Water – in 850ml take‑home bottles, with a 300ml single‑serve due later this year.
Bio&Me unveils ‘category‑first’ functional kefir drinks
Bio&Me, the gut health food and drink business founded by Dr Megan Rossi, is launching a new “category‑first” kefir drinks range that aims to add targeted functional benefits to traditional fermented dairy.
With demand for functional food and drink continuing to grow, the brand says the range aims to make good gut health easier, more personal and more enjoyable, allowing shoppers to choose the benefit they need.
Backed by scientific and shopper research, the four variants are aligned to the top drivers in healthier product choice: immunity, natural energy, and protein and fibre. The flavours are: Berry & Acai (Gut Health + Immunity), Cocoa (Gut Health + Protein & Fibre), Matcha Vanilla (Gut Health + Natural Energy), and Mango & Peach (Gut Health + Protein & Fibre).
The EFSA‑approved drinks contain 18 culture strains and over 100 billion active cultures, alongside nutrients such as B12, B2, calcium and phosphorus. They contain no added sugar, emulsifiers or thickeners.
Rossi said: “Regularly including fermented foods like kefir in your diet has been shown to help support greater diversity within the gut microbiome… We wanted to create something different: a best‑in‑class range that offers genuine functionality.”
CEO and co‑founder Jon Walsh added: “These category‑first launches deliver true science‑led innovation… giving retailers a strong platform to recruit new consumers and drive growth within kefir drinks.”
The drinks begin rolling out in Sainsbury’s and Tesco from April and May, priced at £2 for 280ml.
Carlsberg Britvic expands portfolio with launch of 1664 Rosé
Carlsberg Britvic is expanding its flavour‑led beer line-up with 1664 Rosé, a new addition to the 1664 portfolio launching this spring. With flavoured beer growing year on year, the company says the launch aims to meet rising demand for more expressive, fruit‑forward options.
In a bid to build on the success of 1664 Blanc, Carlsberg Britvic says that 1664 Rosé offers a refined twist on the classic French‑style beer, adding a hint of berry flavour for a crisp, contemporary profile. It joins 1664 Blanc and 1664 Bière, broadening the appeal of the brand and helping retailers reach shoppers who may feel ‘disengaged’ from traditional beer.
Dharmesh Rana, brand director – premium brands at Carlsberg Britvic, said: “1664 is already known as a premium French beer brand, and the launch of 1664 Rosé is a natural next step in the evolution of the portfolio. By introducing a subtle hint of berry flavour, we’re not only offering a sophisticated twist that responds directly to growing demand for flavoured beers, but broadening the appeal to reach beyond traditional beer drinkers.”
He added that the launch gives retailers “a powerful opportunity to bring new shoppers into the beer aisle”.
1664 Rosé will be supported by significant brand investment, including the biggest‑ever ATL campaign for 1664 Blanc, fronted by new global ambassador Robert Pattinson. The beer rolls out across grocery in April in four‑packs of 330ml bottles, with an on‑trade launch to follow in summer.
Volvic enters functional hydration space
Volvic is also entering the functional hydration category with Volvic Vitamin+, a new range rolling out across the UK and Ireland from 6 April. The launch looks to combine the drink brand’s mineral water with added magnesium and B and C vitamins, designed to help reduce tiredness and support normal energy‑yielding metabolism.
The water category has seen strong growth, rising 13.4% in value and 11.4% in volume, outperforming the wider soft drinks market. Flavoured still water has performed even more strongly, while flavoured benefit water has grown 38% in value year‑on‑year. Against this backdrop, Volvic says Vitamin+ will help attract new shoppers looking for drinks that combine health credentials with great taste.
The range launches in 75cl PET bottles, designed to be suited to meal deal fixtures and on‑the‑go drinking, with Volvic claiming that 69% of consumers are seeking healthier meal deal options. The two variants are Recharge Raspberry (with magnesium and vitamins B5, B6 and C), and Active Peach (with magnesium and vitamins B5, B7 and C).
Victoria Pham, Danone head of category and commercial strategy UK and Ireland – beverages, said: “Consumers are changing the way they think about what they drink.
“Volvic Vitamin+ offers great‑tasting, naturally filtered mineral water enriched with magnesium and essential B & C vitamins.”
The range will be available across major retailers, priced at £2.20 RRP in the UK.
