Highland Spring, the UK’s leading producer of bottled water, unveiled a brand re-fresh today (8April 2009), with new look packaging which will be on-shelf later this month.
The new design gives greater prominence to the brand’s organic land credentials, with the labels featuring the wording “Drawn from Organic Land”, alongside a hand-drawn illustration of the water catchment area, Highland Spring’s protected source in the Ochil Hills, Perthshire.
The new design gives greater prominence to the brand’s organic land credentials, with the labels featuring the wording “Drawn from Organic Land”, alongside a hand-drawn illustration of the water catchment area, Highland Spring’s protected source in the Ochil Hills, Perthshire.
The packaging also displays a contemporary watercolour version of the unique Highland Spring tartan sash against a natural background colour to reflect the purity of the product and achieve strong shelf stand-out.
For the first time the labels carry The Good Shopping Guide’s ethical accreditation symbol, which, of all bottled water brands available in the UK, is currently only accorded to Highland Spring.
The new packaging design will be incorporated across Highland Spring’s entire range of still and sparkling water, including its market leading kids’ water range.
The launch of the new design coincides with Highland Spring being confirmed as the highest ranking British bottled water brand by Zenith in its 2008 Bottled Water Market Report. Highland Spring has enhanced its overall position as the No 2 brand of bottled water consumed in the UK, with a brand share of 8.6% of the total market (8.2% in 2007). It has achieved this position by being the leading sparkling brand (15.1% share of sparkling sector v 14.1% in 2007) and the second best selling still brand (9.6% v 9.2% in 2007).
According to the most recent TGI data, Highland Spring is also the only major brand currently gaining consumers, demonstrating the appeal of the Highland Spring brand to new consumers and an underlying trend towards preference for British products in the bottled water category.
Sally Stanley, marketing director of Highland Spring commented: “Our new packaging perfectly reflects the unique qualities of our brand. Highland Spring is dedicated to protecting and nurturing its organic catchment area to ensure our water is of the highest quality and the new label design reinforces this commitment
“We are proud of our ethical accreditation by The Good Shopping Guide and wanted to show this on-pack as it is indicative of the care and attention we have devoted to our brand’s development over the last 30 years.”
“Our goal of becoming the no 1 brand in the UK is getting nearer and nearer. It looks set to be a busy few months as we also prepare to unveil a new brand advertising campaign and website.”
Last month (March 2009) Highland Spring acquired The Speyside Glenlivet Water Company Ltd, which went into administration in early March. Highland Spring stepped in to safeguard the future of the popular natural mineral water brand which is bottled at source in the Crown Estate of Glenlivet, near Ballindalloch in Moray.
Notes to editors
• The new packaging has been designed by Glasgow based 999 Design
• The UK’s top three bottled water brands (Evian, Highland Spring and Volvic) account for 24.9 per cent market share.
• Highland Spring’s turnover was £51.4million in 2008. The company employs nearly 300
staff.
• Zenith International’s 2008 Bottled Water Market Report issued on Monday 23 March
2009
• Highland Spring was the first British brand of bottled water to receive organic
accreditation for its catchment area from the Soil Association.
SOURCE
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