The time is POW: Ireland’s first low sugar low calorie energy water launches
C&C Gleeson is distributing Ireland’s first low calorie and low sugar sparkling energy water - POW - created by the Powerful Water Company
21 September 2015
POW, Ireland’s first low calorie and low sugar sparkling energy water, has just launched in both retail and convenience stores across the country. Created by the Powerful Water Company, POW has been developed using natural ingredients to offer a drink that refreshes, rehydrates, and revives.
This new alternative to high sugar energy drinks is now stocked in Eurospar and Spar as part of an exclusive deal with a further roll-out nationwide planned for later this summer.
Distribution is being handled by C&C Gleeson across the country and the brand is being produced by Northern Ireland-based company, Norbev, out of Ballymena.
The product has three flavours: Coconut & Lime, Citrus & Zest and Cranberry & Apple with less than 60 calories in each 440ml bottle. With a RRP of €1.99, the new drink is aimed at functional rehydration for young adults aged 20-35.
The energy drinks market is now worth an estimated €4.2m in Ireland with growth in the sector up 10%; providing an opportunity for a product that combines the rehydrating qualities of water with the functionality of energy, in a positive way.
The Powerful Water Company is the brainchild of Ed Woolner, whose previous roles include senior positions at Monster Energy, Capri Sun and Ocean Spray in the UK. Combined with his personal passion for an active lifestyle, this led to his desire to create a healthier alternative to existing functional drinks.
POW’s launch marketing strategy will include creating the powerful people movement focusing on empowerment, freedom and positive energy all over Ireland. Plans are in place to work with projects in the world of surf, art and illustration over the coming months.