Italian natural mineral water brand Sanpellegrino has announced that it will invest around €70 million in Acqua Panna to establish it globally as the ‘premium still water’ brand of the Nestlé Group.
The three-year project will involve restructuring the company's Scarperia and San Pietro sites to increase production efficiency.
It will also implement measures to improve communication activities aimed at strengthening the brand in international markets.
The project will kick off next year with modifications in the production line, and will end in 2021 with the architectural redesign of the factory and Villa Panna.
The first step will be the launch of a new brand image, designed to further enhance its history and origin, the company said.
Other Initiatives
The masterplan for the re-design - which will focus on increasing production efficiency, increasing product availability, and creating new formats - includes a project to make existing PET bottles more functional.
With the investment, the company intends to increase production to enter new markets, and expand distribution in the US, UAE, Russia, and 120 other countries where it is now present.
Last year, Acqua Panna registered a 13% growth in volume, boosting the group’s exports. It sold more than 300 million bottles worldwide, recording an exponential 25% growth in volume over the last 5 years.
© 2018 European Supermarket Magazine – your source for the latest retail news. Article by Branislav Pekic. Click subscribe to sign up to ESM: The European Supermarket Magazine.
