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What's wrong with plain water?(new-age and enhanced bottled drinking water)
Call it Cola Wars redux: A recent TV spot for Propel Fit, a vitamin-infused water from the maker of Pepsi, slams a product resembling VitaminWater, by Coca-Cola, for having 125 calories per bottle. (Propel has 25.) The competition's customer would have to do 492 sit-ups to burn those babies off, the ad warns.
[ILLUSTRATION OMITTED]
Never mind that you really don't do sit-ups to burn calories, or that Sobe Life Water, also owned by Pepsico, has nearly as many as VitaminWater. The ad is a sign of the times: More and more ingredients are being added to what used to be the plainest drink on earth, and they're not just vitamins and flavors. Water can contain calcium, electrolytes, herbs, and weight-loss ingredients, among other strange and wondrous things. There's a fortified water for dogs (FortiFido) and one enhanced with "positive thoughts" to "raise consciousness in humanity" (Aquamantra). And priced as high as almost $1.70 per bottle (usually for 16.8 or 20 ounces), these fancy waters aren't cheap.
Curious about the thinking behind the enhanced-water boom, we contacted the makers of 10 products and asked the question in our headline. None of their representatives dissed regular water, but they tended to say that the extras made water taste better and led people to drink more (a good thing) or made it more nutritious and therefore boosted health and happiness (ditto). We heard that VitaminWater "can help people live healthier, more active, and fulfilling lifestyles by hydrating more responsibly." [Fruit.sub.2]O's Relax ...
- It's Alive! Aquafina Alive Re-Launches with Added Nutrients Including Fiber.
- Press release article from: PR Newswire March 10, 2008 700+ words
...of four reformulated versions of its Aquafina Alive Nutrient Enhanced Water Beverage lineup...bin/prnh/20080310/NYM097 ) Aquafina Alive, a line extension of the nation...addresses a variety of consumer needs: -- Aquafina Alive Satisfy (10-Calorie Peach Mango...
- Aquafina Alive.(NEW PRODUCTS)
- Magazine article from: Nutraceuticals World May 1, 2008 700+ words
Purchase, NY-based Pepsi Cola North America, has introduced four reformulated versions of its Aquafina Alive nutrient-enhanced water beverage lineup: Protect, Energize, Satisfy and Hydrate. The calorie-free Berry Pomegranate flavored...
- Bottled Water Comes To Life.
- Press release article from: PR Newswire January 23, 2007 700+ words
- Introducing Aquafina Alive - PURCHASE, N.Y., Jan. 23...category to life with the launch of Aquafina Alive - a low calorie, vitamin-enhanced...Peach Mango and Orange Lime - Aquafina Alive hits shelves nationwide this month...
- Aquafina's Alive brings life to water.(WHAT'S HOT)(Brief article)
- Magazine article from: Drug Store News March 5, 2007 700+ words
...category to life with the launch of Aquafina Alive--a low calorie, vitamin-enhanced...peach mango and orange lime--aquafina alive arrived on shelves nationwide earlier this year. Aquafina Alive, made with a splash of fruit juice...
- Chocolate, mint water.(New PRODUCTS)(Brief article)
- Magazine article from: Beverage Industry November 1, 2007 700+ words
Soma Beverage Co. added Metromint Chocolatemint Water to its line of mint waters. The all-natural...supported by Valentine's Day and Easter promotions. Metromint Chocolatemint Water Soma Beverage Co., San Francisco Telephone...
- Coming alive.(New PRODUCTS)(Pepsi-Cola North America's new bottled water...
- Magazine article from: Beverage Industry February 1, 2007 700+ words
...extended its bottled water line with Aquafina Alive--a low-calorie, vitamin-enhanced...Pomegranate, Peach Mango and Orange Lime--Aquafina Alive contains a splash of fruit juice and...value of each of these nutrients. Aquafina Alive is available in 20-ounce plastic...
- Innovative Metromint Continues to Cause Sensation.
- Press release article from: PR Newswire January 16, 2008 700+ words
New Metromint Chocolatemint variety announced SAN FRANCISCO, Jan. 16 /PRNewswire/ -- The beverage pioneers at Metromint today announced the introduction...
- PepsiCo Expands Leading Non-Carbonated Beverage Portfolio with New Offerings...
- Press release article from: Business Wire September 7, 2007 700+ words
...Restages Popular SoBe Life Water and Aquafina Alive Products PURCHASE, N.Y. -- Building...restaging PepsiCo's two enhanced waters: Aquafina Alive and SoBe Life Water. "Today's news...fewer than before. Lightly flavored Aquafina Alive offers consumers added, recognizable...
- Beverage leverage: vitamins, flavors and stepped-up marketing are driving sales...
- Magazine article from: Grocery Headquarters Turcsik, Richard February 1, 2007 700+ words
...sales in health and wellness. Last month Pepsi launched Aquafina Alive, a low-calorie, vitamin-enhanced water with 5% juice...and helps you cleanse and replenish," Naughton says. Aquafina Alive is available in 20-ounce and 16.9-ounce six-packs...
- Alive relaunched.(New PRODUCTS)
- Magazine article from: Beverage Industry May 1, 2008 700+ words
PepsiCo relaunched its Aquafina Alive line and introduced four reformulated versions--Satisfy...Energize and Hydrate are calorie free. [ILLUSTRATION OMITTED] Aquafina Alive PepsiCo, Purchase, N.Y. Telephone: 914/767-6000...