|PepsiCo Launches Premium Water Bottle Brand Named Lifewtr
By: The Drum
PepsiCo has launched a premium water bottle brand called Lifewtr in a bid to rival Coca-Cola’s Jennifer Aniston-endorsed Smartwater.
Lifewtr, which PepsiCo is describing as “a purified water, pH balanced with electrolytes added for taste,” will begin to hit US shelves in February of next year. The launch comes as bottled water sales continue to grow with consumers looking for healthier alternatives to soda and other sugary drinks. According to research from Mintel, sales of bottled water increased 6.4% to top $15bn last year in the US.
The research also indicates that more than half of bottled water drinkers prefer to drink premium offerings, with 39% agreeing that they’re worth the added cost – which is likely why PepsiCo, which already owns water bottle brands Aquafina and Propel, is breaking into the premium space.
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This article was published by The Drum. A link to the original appears at the end of this post.
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