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    Iqra Ahmed
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    Nestlé has launched Nestlé Pure Life Active, the first alkaline variant of its bottled water in Pakistan. The product targets active consumers looking for healthier beverage options. It introduces the global trend of functional drinks with added nutrients like electrolytes to the Pakistani market. Nestlé believes there is potential for growth in bottled water as consumers become more aware of sugar and contamination issues, and sees this product as driving further engagement in the category.

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    Nestlé has launched Nestlé Pure Life Active, the first alkaline variant of its bottled water in Pakistan. The product targets active consumers looking for healthier beverage options. It introduces the global trend of functional drinks with added nutrients like electrolytes to the Pakistani market. Nestlé believes there is potential for growth in bottled water as consumers become more aware of sugar and contamination issues, and sees this product as driving further engagement in the category.

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    12 views1 page

    Nestle Launches New Product

    Uploaded by

    Iqra Ahmed
    Nestlé has launched Nestlé Pure Life Active, the first alkaline variant of its bottled water in Pakistan. The product targets active consumers looking for healthier beverage options. It introduces the global trend of functional drinks with added nutrients like electrolytes to the Pakistani market. Nestlé believes there is potential for growth in bottled water as consumers become more aware of sugar and contamination issues, and sees this product as driving further engagement in the category.

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    © All Rights Reserved
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    of 1

    LAUNCHES

    Syed Waieeh-uJ-Hassan Naqvi Nestlé has introduced their now


    variant in tho premium segment,
    estlé recently launched instead of the mainstream
    Nestlé Pure Life Active, segment that tho rest of the
    the first alkaline variant of brands are tapping into.The brand
    the brand's bottled water is targeting upscale consumers
    produced locally This launch who lead a fast paced, active
    is expected to introduce to the lifestyle and are looking for
    Pakistani bottled water market healthier beverage options.
    the global trend of functional "Our warm and humid
    drinks with nutrients, a trend that climate makes our bodies Pure Lif
    is seeing swift growth thanks sweat and lose water as
    to higher disposable incomes, well as electrolytessuch as ACTIVE
    concern over the contamination calcium, chlorine, magnesium,
    of drinking water, depleting phosphate, potassium and
    ground water resources and sodium as we go about our daily
    increasing product awareness routine. For an active lifestyle,
    due to aggressive marketing by we need to maintain our
    major brands. hydration by consuming both
    The bottled water market fluids and electrolytes." says Zia.
    comprises 150 locals and foreign To this end Nestlé kept their
    registered brands, with Nestlé primary focus on TV, although
    Pure Life taking the lion's share they also relied on digital media
    followed by Aquafina (PepsiCo)
    and Dasani (The Coca-Cola
    Company). Other significant
    players include Atlantis Premium ALKALINE WATER I pH8 1 ELECTROLYTES
    Water, Mt. Fuji Vanadium Mineral Nestli
    Water, PakTurk Bottlersand
    Qarshi Industries. In 2018, the
    market was valued at $274.6
    million and is predicted to grow
    to S451.57 million by 2024.
    Yet, according to Khurram
    Zia, Business ExecutiveOfficer,
    Waters, Nestlé Pakistan, the
    bottled water market is still
    makes another push
    not growing at full capacity.
    "The bottled water category in
    Pakistan is quite commoditised
    and innovationis not a familiar
    concept. The beverage category
    in Pakistan is dominated
    into bottled water
    to drive furtherengagement Nestlé's confidence in the and various forms of bacteria.
    by sugary drinks. Although new product is based on Combine these facts with
    consumers are aware of the and insights and according to
    Zia, the response has been strong grounds. According to the global trends where lines
    hazards of sugar intake, there the World Health Organisation between water and beverages
    very encouraging. "Both our
    is not a serious intenttowards consumers and our retail (WHO), Pakistan stands at 80 are blurring, it is not hard to
    choosing healthier options, partners have welcomed the new among 122 countries in drinking anticipatethat Nestlé Pure
    which is why Pakistan has concept with excitement and water quality as a majority Life Active is likely to make
    one of the lowest per capita have been curious to know more of the water supply is said to encouraging inroads into the
    consumption of bottled water in
    about this innovation." be contaminated with arsenic bottledwater market of Pakistan.
    the world."

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