BARR’S SMART MOVE IN THE ENHANCED WATER MARKET WITH THE
RE-LAUNCH OF VITSMART
Following Barr’s acquisition of the Vitsmart enhanced water brand in January this
year, the company will completely re-launch the brand with a new formulation, a new
vitamin mix and a range of 5 exciting new flavours in new unique shaped 500ml
bottles from November 2008.
The Vitsmart brand started the enhanced water category in the UK when it was
launched back in 2003. The UK market is now worth *£16m with a growth of +270%
year on year making it the fastest growing category in UK soft drinks and projected to
be worth over £150m by 2011.
The re-launch of Vitsmart has focused on blending the right vitamin mix to suit
today’s consumer needs whilst developing a range of great tasting products. A new
wide mouth easy grip 500ml PET bottle with a label that clearly communicates the
benefits of the brand has also been developed. The brand identity has been
redesigned to deliver a bold brand logo together with a clear communication on the
label of what each variant contains.
Each 500ml bottle contains 50% of a consumer’s RDA (Recommended Daily
Allowance) of 8 essential vitamins and minerals B1, B3, B5, B6, B12, C, D, E.
Three of the range have additional ingredients to deliver a specific functional benefit
of ‘boost’, ‘recovery’ and ‘alertness’. In addition to the brands new vitamin mix
Vitsmart’s new formulation contains only natural colours, natural flavours and is free
from artificial sweeteners and preservatives.
Adrian Troy Barr’s Head of Marketing commented:
‘In the US the ‘enhanced’ water category came from nothing in 1996 to where today
US consumers are now spending over £1.8bn per year on functional waters and we
are really excited about the potential for both the category and the Vitsmart brand in
the UK. Vitsmart benefits from the simple product concept of water for hydration,
‘good for you’ vitamins and great tasting flavour blends all in a one-hit still drink,
which UK consumers understand. Our comprehensive re-launch of Vitsmart will
ensure that it will be able to drive sales and maintain its position as a leading brand in
this category in the years to come’.
The re-launch of Vitsmart will be backed by a £3m national sales and marketing
campaign in its first year.The brand will also relaunch its website
Five new great tasting Vitsmart variants have been developed Raspberry & Acai
(BOOST), Orange & Papaya (RECOVER), Key Lime & Kalamansi, Strawberry &
Dragonfruit, Pink Grapefruit & Goji Berry (ALERT) all with a recommended retail price
of £1.19 in 500ml PET bottles.
* source: Neilsen: defined vitamin water - £ Sales & Growth – MAT – Total GB.
For further information:
Mark Jephcott. PR Manager Barr Soft Drinks. Tel: 01204 664200
NOTES TO EDITORS
The new Vitsmart variant range and vitamin mix. Flavour
Vitamins (50% of GDA)
The functional purpose of the vitamins contained across the range of Vitsmart’s new recipes (NB: each individual Vitsmart recipe will contain a selection of the vitamins listed below, see pack for details).
RDA in Functionality
Converts calories from protein, fat and carbohydrates into energy
Aids breakdown of carbohydrates, proteins and fats into energy
Helps to heal wounds, prevent cell damage, and strengthens the immune system
Aids the immune system and helps with bone formation
Powerful anti-oxidant which neutralises free radicals that cause tissue and cellular damage.
Good for the immune system, the breakdown of protein, fat and carbohydrate.
Converting energy from food, cell repair, building strong bones, teeth and muscles, regulating body temperature.
Improves circulation, blood supply, revitalises and aids recovery after illness
Stimulant, antioxidant and antibacterial effects
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