- PepsiCo has announced the launch of new premium bottled water brand, LIFEWTR, according to Food Business News.
- Besides its ingredient list, which includes electrolytes added for taste, this brand offers premium packaging that features "inspirational" designs from emerging artists.
- The new product aligns with PepsiCo’s "Performance with Purpose” goals, which the company announced in October, and will be available for purchase in February in 700 ml and 1 liter sizes.
Bottled water is a sensible portfolio addition for a company best known for its soda and sugary beverage products. Experts expect bottled water consumption to surpass soda for the first time this year, signaling a shift in beverage preferences among consumers.
That was the primary motivation for PepsiCo's Performance with Purpose initiative. The company committed to broadening its nutritious options and ensuring that two-thirds of its global beverage products contain 100 calories or fewer from added sugars by 2025. Bottled water is generally a low- to no-calorie beverage, depending on any additional ingredients, so LIFEWTR will support that goal.
PepsiCo already produces bottled water, most notably the Aquafina brand. But because of LIFEWTR's premium positioning and eye-catching packaging, it is likely to appeal to different demographics or even different consumption occasions, so it shouldn't pull sales from PepsiCo's other bottled water brands.