Vittel relaunches prior to pan-European offensive

LONDON - Nestle Waters is gearing up for an assault on the water market with the pan-European relaunch of its flagship Vittel range.

The investment in the brand scotches rumours that Nestle Waters is to focus the bulk of its promotional spend on the UK launch of its long-delayed Aquarel brand. The launch, which was expected last year, was shelved following distribution problems with its Buxton brand.

Nestle Waters has appointed a French design agency to revamp the range, which will hit the shelves this spring. The company is expected to invest heavily in promoting the overhaul across Europe in a campaign that will use non-traditional media.

The new look will run across the entire Vittel portfolio including its flavoured range, which launched last summer and is set for a dedicated marketing push this May.

The pan-European relaunch comes at a key time for Nestle Waters, which is facing not only competition from new entrants to the market such as Britvic's Drench, but also increased investment by Danone, the biggest bottled-water producer.

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