Within the beverage space, the shelf is full of refreshing choices. From Sharing a Coke with a friend to fusions of citrus and tea, there is a drink to quench every thirst. As vitaminwater revitalizes its flavors and focus, people are ready to grab another bottle and rediscover what makes this enhanced water so enjoyable.
While bold flavors and curious mash-ups often get buzz in the food world, functional food and beverages are a huge trend. Favorite foods have become protein enhanced. Brands are more forthcoming about their ingredients. Overall, people want to feel confident that the food and beverages that they consume fit within their lifestyle choices.
To showcase how the vitaminwater is changing its approach, the Coca-Cola beverage brand wants its bottles to clearly state their components. It is more than just ingredients in a bottle, the idea is to adapt to people’s lifestyle choices.
Speaking about vitaminwater’s new disruptive approach, Amanda Harkins, vitaminwater brand director, Coca‑Cola North America Operating Unit explained it was vital to take the beverage offerings in a new direction. Appearance was one component, but flavor and function was a priority.
Harkins explained, “We’re leaning into functional benefits people can understand. For example, re-hydrate zero sugar is packed with sports drink-level electrolytes, but we’re positioning it as an everyday replenishment option. In a world where everyone is pushing claims, we want to make sure we maintain our equity of a culture-shaping brand defined by quality ingredients and great taste.”
As part of this revitalization, vitaminwater added its first new full-sugar flavor, elevate. The vibrantly colored blue raspberry limeade with multivitamins appeals to a younger audience. It is more than the color that pops on the shelf. Blue raspberry is often a popular choice with younger audiences.
This flavor has a nice balance of sweet and tart. The limeade has that bright citrus note, but it is not overly acidic. The blue raspberry has a hint of tartness but is predominantly sweet.
Overall, this flavor is a great alternative to the nostalgic cherry limeade. The Coca-Cola beverage brand was smart to offer a new take on a summer time classic for its launch. While there is a nod the familiar, it feels new and exciting.
Additionally, vitaminwater is offering re-hydrate zero sugar, a pineapple passionfruit with electrolytes. The combination of two tropical fruits feels refreshing. Although not quite as relaxing as sitting on a secluded beach, it does have that vacation vibe. It is an easy sipper. For drinkers who want an alterative to another sports drink, this beverage is delightful option.
After the rollout of these two new beverages, vitaminwater’s zero sugar power-c will join the shelf. The brand understands that it needs to balance fan favorites alongside innovative new options.
As the only enhanced water brand that offers both zero sugar and full sugar options, that variety ensures that it has a beverage for every thirst. The revitalized vitaminwater look and new flavors are rolling out to retailers now.