Sanpellegrino has updated its ‘Classic Italian Taste’ range, with a premium look that aims to celebrate the brand’s Italian heritage and indulgent flavours.

Sanpellegrino Classic Italian TasteThe range will be supported by a new marketing campaign – ‘The Classic Taste is Back!’ – which will run alongside the launch over the summer.

Inspired by its long Italian heritage, the can format has been designed using a traditional Majolica decoration (a popular Italian pottery style). The updated look features a Bold design which the brand claims stands out to shoppers and maximises impact on shelf. The take-home format has also changed to a four-pack size, to make it more suitable for retailers to stock in-store.

Sanpellegrino Classic Italian Taste has been relaunched into the UK market after the original product was replaced with Sanpellegrino Tastefully Light. The revamped range is available in two flavours – Aranciata (Orange) and Limonata (Lemon).

Severine Hemms, Shopper Marketing Manager at brand-owner Nestlé Waters UK, said: “Since 1932, Sanpellegrino has established itself as a brand that stands for quality. Classic Italian Taste is an indulgent drink to enjoy as tasty treat.

“The original Sanpellegrino drinks were truly iconic, loved by fans in the UK. By bringing back the delicious well-known flavours, with a brand new sleek, Italian-inspired design, we aim to meet the growing demand for premium adult soft drinks that can deliver great taste and sophistication during consumption occasions. In some retailers where Classic Italian Taste has been introduced, we have seen incremental growth and customers feedback has been phenomenal so far.”

“As more shoppers actively choose to consume less alcohol, soft drinks, and carbonated soft drinks particularly, are a sought-after alternative. Classic Italian Taste fills this gap for an indulgent, authentic Italian flavoured carbonated soft drink.”

Sanpellegrino Classic Italian Taste is rolling out to Booker, Bestway, Acquisto, BP, WHS High Street, Ocado, Waitrose and Sainsbury’s.