Gerolsteiner FLOW: For a good gut feeling

“The brand you know, with the added benefit you need.”
“The market is highly relevant and the product range fits perfectly with the Gerolsteiner brand,” emphasizes Roel Annega, CEO of Gerolsteiner Brunnen, adding: "60 percent of Germans consider intestinal health to be important. Our new functional soft drink Gerolsteiner FLOW combines the benefits of Gerolsteiner mineral water with an additional benefit: fiber. We combine our long tradition of mineral water with innovative nutritional solutions that address contemporary needs. The Gerolsteiner brand enjoys a high level of trust and stands for naturalness, quality, and reliability—good prerequisites for the sensitive topic of intestinal health. The motto is: ‘The brand you know, with the plus you need.’"

Too little fiber in today's diet
A large number of external studies claim that fiber has positive effects on intestinal health; according to the German Nutrition Society (DGE), it also has a prebiotic effect. However, around 75 percent of Germans do not reach the DGE's recommended daily intake of 30 g of fiber. There are many reasons for this: too many processed foods are being eaten. Convenience and ignorance are also decisive factors in the insufficient intake of fiber. “This is where Gerolsteiner FLOW comes in: a delicious, simple solution to actively support digestive function in everyday life – refreshing and tasty,” explains Marcus Macioszek, Head of Marketing at Gerolsteiner. A 500 ml serving of Gerolsteiner FLOW covers approximately 30 percent of the daily fiber requirement and 15 percent of the daily calcium requirement.

Gerolsteiner FLOW: self-care you can drink
“Gerolsteiner FLOW is designed as a modern health companion with scientifically proven effects and a lifestyle-oriented image. Unlike intensive treatments, for example, Gerolsteiner Flow aims to be a way for consumers to take care of themselves every day through drinking,” says Macioszek. The functional soft drink is based on carbonated Gerolsteiner mineral water from the Vulkaneifel region. Each 500 ml bottle of Gerolsteiner FLOW provides 120 mg of calcium and 9 g of soluble fiber. The soluble fiber comes from corn fibers. It is tasteless, invisible in the drink, and very easy to digest. Three percent fruit juice gives the soft drink its fruity flavor. Gerolsteiner FLOW is available in three flavors: lime & ginger, orange & mandarin, and peach & pomegranate. The product is low in calories and sugar (14-15 kcal and 2.3-2.4 g sugar per 100 ml) and contains no sweeteners or other artificial additives. The functional drink is available in a 0.5 l disposable PET bottle, which corresponds to one serving size.

7 million Germans consider gut health to be important
With FLOW, Gerolsteiner is responding to growing consumer interest in gut health. Seven million Germans consider the topic to be important to them personally. In addition, people interested in health and nutrition as well as fans of functional drinks and foods are part of the target group. “With the launch of Gerolsteiner FLOW, we want to establish the segment of fiber-rich beverages with calcium to support digestive function on a long-term basis and develop it from a trend into the broader market,” says Roel Annega.

Comprehensive campaign accompanies market launch
Gerolsteiner is accompanying the launch of Gerolsteiner FLOW with a comprehensive package of measures: TV advertising (tag-on to the Gerolsteiner mineral water commercial) and an online video campaign are ensuring attention and reach. At the same time, health-related podcasts and social media will provide information about the importance of intestinal health and how the products work. Partners include creators from the fields of nutrition, health, and fitness. At the POS, secondary placement displays, shelf materials, digital spaces, and promotions will support sales.