Dive Brief:

• PepsiCo relaunched its Aquafina FlavorSplash line, and the new products are aimed squarely at teens.
• The line consists of sparkling waters and liquid water enhancers in candy colors and bearing cutesy names like "Color Me Kiwi."
• The new products are zero-calorie and contain B vitamins.
• An earlier iteration of the Aquafina FlavorSpash brand first debuted in 2005, but was pulled from shelves after a few months.

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Dive Insight:

Teens today are fleeing soft drinks at a rate that was simply unimaginable a few years ago. As kids move beyond the unhealthy drinks their parents consumed, they're searching for something "cleaner," healthier and,frankly, less gross. One beverage segment that has seen remarkable growth is zero-calorie, flavored waters and enhancers (such as Kraft's MiO, Talking Rain's Sparkling ICE, etc.).