Highland Spring has introduced a new 5-litre Fridge Pack (RSP £3), a first for the category which follows the launch of its 10-litre hydration pack in 2021.
The 5-litre fridge pack keeps fresh for up to four weeks once opened and is the most-requested size by consumers, after 10-litres, offering a more compact solution for shoppers as the trend for staycations and ‘the big shop’ continues.
The launch is backed by an integrated marketing campaign, including shopper marketing, as well as social, PR and digital support.
Highland Spring advised retailers to merchandise the new packs alongside the brand’s other multi-pack formats, mid-shelf for ease of handling.
Mike Buckland, Consumer Marketing Controller at Highland Spring, commented: “The new 5-litre fridge pack is a natural extension to our range in a tried and tested format. We have seen from the success of our 10-litre Hydration Pack that consumers were looking for additional dispense solutions.
“The 5-litre pack meets on-the-go and at home decanting occasions and fits perfectly in the fridge. This new addition underlines our focus on innovation which delivers formats for every consumer occasion.”
