- The battle over beverages is no longer limited to big brands of soda--it now includes flavored waters.
- The success of flavored waters with no calories, like Sparkling Ice, contributed to the declining sales of diet sodas: Last year, Diet Coke's sales volume went down 6.8% and Diet Pepsi's declined 6.9%.
- Now the big soda names are getting into the flavored sparkling water game, with Coke introducing Fruitwater last year and Pepsi offering Aquafina FlavorSplash.
Sparkling Ice drinks, which are labeled as "Naturally Flavored Sparkling Mountain Spring Water," come in a variety of fruity flavors. Last year its sales more than doubled to $302.4 million from the previous year, a huge gain over 2009 when sales were just $2.7 million. Smaller brands, like Skinny Girl, have also entered this market, making it a pretty well-defined trend for the beverage sector.