SOMETHING IN THE WATER
LaCroix competitors emerge with their own sparkling flavors
The many flavors of LaCroix sparkling water became a cult favorite, inspiring not only fizzy, fruity cocktails but even brightly colored hair trends. Sparkling beverages remain popular as consumers continue to seek out soda alternatives, and new carbonated waters are popping tabs to compete with the likes of LaCroix.
Although the limited-edition Crystal Pepsi resembled sparkling water, Pepsi’s brief revival of the clear, caffeine-free version of its classic beverage was still technically a soda product. PepsiCo's new brand, bubly, is a true sparkling water. The drink has zero calories and no artificial flavors or sweeteners. The brightly colored bubly cans greet consumers with printed friendly salutations and a logo resembling a smiling mouth and come in eight fruity flavors. The company is featuring actor Neil Patrick Harris heavily in GIFs promoting the new beverage.
Although Tickle Water began as a beverage for children to have a tasty option aside from high-sugar, high-calorie juices and sodas, the company is extending its appeal to young adults for use as a zero-calorie flavored mixer for alcoholic beverages. As we found in our Social Status report, youth are steering away from binge drinking, and 37% of U.S. Trendsetters are interested in drinking healthier alcoholic beverages (e.g., less sugar). Tickle is expanding its distribution beyond grocery stores and specialty food markets to wine and liquor stores.
One third of Gen Z Trendsetters aged 7 to 20 in the U.S. think that soda is as bad as cigarettes. Giggle, a sparkling water by beverage company Soul Fizz, provides children with a healthier alternative. Inspired by a health coach and her husband after the birth of their third child, Giggle is a vitamin-enhanced, low-calorie carbonated beverage weetened with stevia and erythritol, at 15 calories a can. Giggle launched at retail spaces in California with plans to expand nationwide.