![]() “If they have vitamins added, clearly they have things regular water wouldn’t contain,” said Susan Bowerman, a registered dietitian and assistant director of the UCLA Center for Human Nutrition. As with any product, consumers need to read the label. they offer a functional benefit - energy, vitamins or minerals.”įor many of the waters, nutritionists say, the benefits depend on the brand and the specific quantities of minerals and vitamins. The other is consumers’ growing interest in beverages that do more than refresh and taste good, i.e. One is consumers’ continuing love affair with bottled water. John Sicher, editor and publisher of Beverage Digest, a trade publication that tracks industry trends, said these products are “at the tip of the intersection of two key trends. “What we have now is water-based products with something added.” “What has happened in the last several years is that companies have looked for ways to broaden that opportunity, to innovate around water. “Bottled water has shown exceptional growth,” said Gary Hemphill, managing director of the Beverage Marketing Corp. The market is now worth more than $428 million. The market for enhanced waters increased more than twentyfold between 20, the latest year for which figures are available, according to the Beverage Marketing Corp., a research consulting firm based in New York. They hydrate, they refresh - and that’s about it. “It’s a reality.”įor all the health hype, though, experts say most of these waters do not do much more than plain old water. ![]() “There is more going on in this water, physically and intentionally, than any other water on the planet,” Carrillo said. store, exclusive gyms, raw food restaurants and really hot healthy restaurants, according to Jeff Carrillo, founder of the water. Hardy’s water is available only at his flagship L.A. Others, such as Ed Hardy Structured Water - from the hipster icon considered the godfather of the modern tattoo - are niche to the extreme. ![]() Some are sold only in high-end boutiques. Packaged with much more pizazz than regular bottled water, enhanced waters are also marketed more artfully. And unlike regular H20 (or “dead water,” as it is sometimes called by enhanced-water marketers), these beverages often contain calories, although not as many as, say, a Coke. They don’t always taste like water - they may be flavored with cherimoya, pomegranate, sugar or herbs. Not all of the products look like water they can be pink, yellow, green or blue.
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