Natural mineral water brand Volvic has entered into the functional hydration category with the launch of Volvic Vitamin+.

Volvic’s Vitamin+ range combines filtered volcanic mineral water with added magnesium and essential B vitamins.

The new product is set to launch across the UK and Ireland from 6 April onwards at major UK retailers for a recommended retail price of £2.20.

This comes as the waters category experienced strong growth, with a 13.4 per cent increase in value and an 11.4 per cent volume according to Circana.

The launch aims to attract new customers and expand the shopper base as the consumer demand for healthy drinks continues to rise.

Victoria Pham, Danone, head of category and commercial strategy UK&I – beverages, said: “Consumers are changing the way they think about what they drink.

Subscribe to Grocery Gazette for free

Sign up here to get the latest grocery and food news each morning

“Answering that need, Volvic Vitamin+ offers great-tasting, naturally filtered mineral water enriched with magnesium and essential B & C vitamins, helping to reduce tiredness and fatigue and support normal energy-yielding metabolism.

“Backed by two years of strong performance in Europe and clear consumer demand here in the UK, we’re excited to scale into functional hydration. The move reflects our confidence in the category’s future, with strong growth expected in the year ahead.”

The new drink is available in two functional variants, Recharge Raspberry and Active Peach.

This launch will be supported by a 360-campaign across Volvic Flavoured Still and Vitamins with a £5m investment.

The flavoured still water category has also experienced a 17 per cent increase in value and a 12.5 per cent volume growth year-on-year.