Image courtesy of Vox.com

For the first few decades that LaCroix sparkling water existed, the Midwestern moms who drank it had it all to themselves.

Long before the girls wearing “LaCroixs Over Boys” T-shirts this summer were even born, LaCroix was beloved by health-conscious, budget-wise women in middle America. They knew a good thing when they found it, and they were a loyal audience. But most trends trickle inward from the coasts to the Midwest, not the other way around, and so LaCroix’s first 30 years were spent under the radar.

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