In the Land of the Thousand Lakes, people are used to filling their glasses from the tap. Even so, the bottled water products in the Novelle product family have found their place in the lives of many Finns.
More water flows in Finland than in most other countries, but in 1836, Victor Hartwall decided that there could be even more. Few would have guessed that Finns would still be using products made by the company founded back then to quench their thirst in the next century.
A new chapter in the success story started by Vichy water was written in 1990, when Hartwall Novelle saw the light of day for the first time. This new type of unsalted, lightly carbonated mineral water began to secure a foothold among lovers of bubbly water, and it has continued on that road ever since. The well-balanced Novelle water, on shop shelves for over twenty years now, is still the only product family whose mineral waters are completely salt-free.
Lemon melts hearts
A few years later, Novelle introduced us to another novelty. In 1993, Finland’s first flavoured mineral water, Novelle Citronelle, appeared on the shelves. In the end, one flavour led to a whole selection and to the largest segment in grocery shops, but the first-born of the litter has held its ground even to this day. The fresh, lemony Citronelle is still the market leader in flavoured mineral water products.
In addition to flavoured mineral waters, Novelle has introduced Finns to many other groundbreaking beverages. In the year 2000, we got a taste of the new, bubbly Novelle Friss, a fruity mineral water sweetened with fructose. Friss combined the lightness of spring water with the taste of a soft drink and provided a healthier alternative to soft drinks. Next, it was time for juice and mineral water to come together, and the result arrived on the market in the form of Novelle Fruity.
The good feeling ambassadors
Well-being is at the heart of the Novelle brand. Inspired by the wellness trend, new products have been brought to the market, but the way of thinking can also be seen in the product ranges of the brand. Well-being means different things for different people, and this is why there are so many different kinds of drinks. Some people get pleasure by relaxing at breakfast, while for others happiness comes in the form of a drink fizzing in the mouth after a heavy sports session or a refreshing beverage uncorked at the spur of the moment.
The meaning of investing in your own well-being is emphasised to the consumer through advertising as well. With the help of our advertisements featuring Sinikka Sokka, Emma Salokoski and Petteri Summanen, Novelle has inspired people draw strength from exciting moments and to add a bit of luxury to their everyday routine.
A plus for the body
The word “water” no longer seems like an appropriate description for drinks that provide the body with so many essential ingredients, doing much more than simply quenching thirst.
Low-calorie drinks enriched with different vitamins and minerals have been available in Finland since the year 2008. It was at this time that consumers interested in well-being were introduced to the first Novelle Plus product, Novelle Calcium. The drink, which responded to consumers’ need for calcium, was soon in the company of a whole Plus product line. The beverages were created with the needs of consumers in mind: a drink with added vitamins and minerals was developed for consumers who want to take care of their skin, for example, while exercise buffs benefit from the one containing magnesium, which helps with muscle recovery.
The water of life
In addition to the everyday routine, a life of well-being also includes moments of indulgence. For this reason, Novelle has also found its way to the centre of white table cloths all over the restaurant world.
Where a lightly carbonated mineral water can quench thirst in the middle of the work-filled everyday routine, it can also bring a luxurious restaurant meal one step closer to perfection. Good water cleanses the mouth and sharpens the taste buds, bringing forth the flavours of the food even more intensely.
Along the way, the Novelle family has grown to include many new members, and the look of the bottles has also undergone transformations. Regardless of what the package has looked like on the outside, we have never been stingy with quality. It is precisely for this reason that Finland’s favourite brand of water still plays its own important role in making everyday life more enjoyable.