By Phil Boeyen, ShareChat Business News Editor
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Thursday 26th July 2001 |
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Development manager, Andrew Fraser, says the company has decided to launch the drink now to be in a position to maximise summer sales.
The drink, which is purified water with added vitamins and fruit flavours, was launched in New Zealand in October last year and Frucor claims it has led the development of a new sports water category in the market.
"It is already the second largest water brand sold in the high volume service station channel capturing more than 20% share since its launch," says Mr Fraser.
Mizone is Frucor's second new product innovation to be launched into Australia after its energy drink V, and the company says it will strengthen its offering in convenience and grocery channels.
"We successfully launched our energy beverage V into Australia two years ago and believe Mizone Sports Water has all the credentials to perform as successfully in its category as V energy drink has done in that market," says Mr Fraser.
Frucor says the Australian Mizone launch will be supported by an A$3 million marketing budget covering TV and outdoor advertising, consumer sampling and public relations.
Frucor is currently also spending up on a promotion in the UK on energy drink V, which has so far failed to live up to expectations in that market.
Although the drink has improved its distribution levels it's not yet clear if that improvement has been supported by increased sales.
Frucor is due to make its full-year profit announcement and update the company's performance in a few weeks.
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