"With strong emphasis on our core business, coupled with aggressive marketing initiatives and the development of new beverages, I am confident we will continue serve our customers better and improve our market share," marketing manager Jenny Wong told StarBiz.

She said the group had achieved double-digit revenue growth annually for the past three years and expected to maintain momentum this year in tandem with its growing production volume.

Wong added that the growth in 100PLUS beverages was much higher compared with the other commercial beverages within the group.

"A creative mix of marketing initiatives is essential in conveying our brand messages and positioning to reach out to our loyal consumers and enhance the presence of our brands," she said.

From the initial 100PLUS regular, and other effervescent variants have been added to the 100PLUS family over the last few years, namely the 100PLUS Lemon Lime, 100PLUS Tangy Tangerine and 100PLUS POWER, with the
latest inclusion being 100PLUS Aqtiv.

The new 100PLUS Aqtiv is available in 1.5-litre and 500ml bottles, as well as 325ml cans. The bottle comes in a new, clear packaging with a natural blue tinge.

Brand manager Graham Lim said 100PLUS controlled over 90% share of the local isotonic drink market and hoped that with the new product, the company would be able to further increase its market share.

Lim said F&N would hold marketing activities to increase brand awareness. "We now have point-of-sale displays and sampling activities at retail outlets, and in television commercial and will be putting up some print advertisements soon.

"We will roll out our own ambassador program to distribute free drinks," Wong said, adding that F&N would also put up billboard advertisements.