Irish water brand Defiant has launched a new range of vitamin water and sports energy drinks.
Marketed as the ‘honest alternative’ to existing bottled-water brands, Defiant is ‘pure and simple 100% H2O’ that has been purified seven times.
Before launching, Defiant’s creators commissioned independent tests of industry-leading water brands and home water supplies across Ireland and the UK.
They found that ‘all tested positive for carcinogens, heavy metals like mercury, and harmful chemicals such as pesticides.’
The new vitamin water, Defiant Supervits, contains all-natural fruit flavourings and comes in mandarin, lemon & lime, and strawberry & lime varieties.
Each is loaded with Vitamin B12, to help reduce fatigue, and Vitamin C, which boosts immunity.
The all-natural filtered water drink has zero sugars and very low calories, at just 3kcal per 500ml serving.
Aidan Roche, founder and CEO of Defiant Water, said that people drinking the brand’s new vitamin water and sports energy drinks benefit more from the added vitamins, on account of the purity of the water.
“The vitamins and natural ingredients do what they are designed to do, more effectively, as they are not competing with other harmful agents, which many bottled waters contain,” he added.
New Defiant Sports boasts Vitamins C and B and zero sugar, to promote rehydration, better performance, and less fatigue.
It is the first fully purified sports energy drink on the market in Ireland and includes 250mg of natural caffeine, known as guarana, to boost energy.
Both new-line extensions come in the three fresh-fruit varieties and are packaged in 100% recycled and recyclable plastic bottles, the company explained.
According to Defiant, a new consumer marketing campaign is being rolled out this summer, backed by major sporting stars.
The water brand has announced Lee Sharpe – soccer pundit and ex-Manchester United and -Leeds United player – as the first brand ambassador in a series of sports stars from different disciplines.
Distributed by Hannon Fine Foods, with POS and merchandising supports in place – as well as a new consumer marketing campaign – the brand is stocked by multiples and independents in Ireland and the UK, including Tesco and BWG Group.