Pink Lady® Broadens Consumer Reach With DASH Water Collaboration

Pink Lady® is launching into the growing flavoured water category through a new collaboration with DASH Water, as premium produce brands continue to explore adjacent categories for growth beyond the fresh produce aisle. 

Image: Pink Lady®

The partnership sees the launch of DASH Pink Lady® Apple, a sparkling water inspired by the crisp taste of one of the UK’s most recognisable branded apple varieties, marking the brand’s strategic move into the popular flavoured water segment.

Available now via dash-water.com and TikTok Shop, the product is set to roll out across Tesco stores nationwide from June, providing significant retail exposure in the UK grocery channel, according to a press release from Pink Lady®. 

Made using real Pink Lady® apples, the drink aims to translate the variety’s established consumer appeal into a new format, while also introducing the brand to a broader audience beyond fresh produce.

The product combines DASH’s no sugar, no sweetener, and no calorie proposition with the distinctive taste profile of Pink Lady® apples, with the concept sharing both brands’ emphasis on quality, innovation and consumer appeal. 

“This partnership is an exciting opportunity for Pink Lady® to bring the flavour consumers know and love into an entirely new space,” explained a Pink Lady® spokesperson.

“Pink Lady® apples are renowned for their unmistakable crispness, sweetness and quality, and collaborating with DASH allows us to showcase those attributes in a fresh, innovative format that aligns with evolving consumer lifestyles.” 

For DASH, the collaboration builds on its existing fruit-led portfolio, while leveraging the brand recognition of Pink Lady® within the UK market. 

“Pink Lady® apples have been a staple since the 90s, instantly recognisable, consistently crisp, invigorating taste and loved by millions, and now DASH is giving that legacy a modern, sparkling twist,” pointed out Jack Scott, co-founder of DASH. 

“Pink Lady® apples are iconic for a reason. They’ve got this unmistakable crispness and perfectly balanced flavour that people already love. Our job was simple: take that flavour and let it shine in the cleanest, most refreshing way possible. No sugar, no sweeteners – just the real taste of an iconic apple, reimagined.” 

Pink Lady®’s move into flavoured water highlights a broader trend of premium produce brands seeking to diversify through licensing and cross-category partnerships. 

More produce brands are looking to build brand equity beyond the fresh aisle and tap into evolving consumer demand for healthier, flavour-led beverages.