New brand takes aim at Coke’s Smartwater.
PepsiCo will next year launch a premium-priced bottled water called LIFEWTR, adding a new brand to the company’s portfolio that plays to strengthening consumer interest in healthier beverages.
The food-and-beverage giant confirmed to Fortune that it will debut LIFEWTR at an industry conference in New York City. A purified water that is pH balanced with electrolytes, the brand will start appearing on retail shelves across the U.S. in February 2017.
“We are starting to see water play a greater role in the repertoire of a consumer’s beverage consumption,” said Brad Jakeman, president of PepsiCo’s Global Beverage Group. “I think we are seeing a secular and irreversible trend toward healthier beverages.”
The launch of internally developed brand LIFEWTR also contributes to a dramatic makeover PepsiCo vowed this fall. The company is promising that at least two-thirds of the company’s global beverage portfolio volume would have 100 calories or fewer from added sugars per 12-ounce serving. LIFEWTR, of course, fits perfectly into this promise as it is a bottle of water—which of course has zero calories and no added sugar or preservatives.
The launch of LIFEWTR is especially intriguing because PepsiCo has a big, bottled water brand already. It owns Aquafina, which is one of the company’s 22 “billion-dollar brands” and already dominates the $185 billion global bottled water market. Read More at Fortune