Imbibe will be closed on October 3, 4, 17, 18, 25, and 26. Please expect delays in responses during this time.

Plant waters innovate to expand beyond niche market

Posted: June 26, 2020
In: In the Media

In her hit song “(You Make Me Feel Like) A Natural Woman,” music legend Aretha Franklin depicts how disappointing her life was, but how that changed when she found love: “Before the day I met you, life was so unkind, but you’re the key to my peace of mind, ‘Cause you make me feel, you make me feel, you make me feel like a natural woman (woman).”

However, when it comes to “natural” in today’s day and age, men and women alike have more beverage options than ever to unleash their natural feeling.

“Plant waters tend to be high in electrolytes and various vitamins and minerals depending on the source,” says Holly McHugh, marketing associate for Niles, Ill.-based Imbibe. “Since they come from plants, the perception is that they’re all-natural and better for you than other hydrating beverages like sports drinks, which tend to be high in sugar content or use artificial sweeteners.”

Read the full article in Beverage Industry.

birch water, coconut water, maple water, plant water, plant-based

Keep Reading:

What’s Driving Flavor in 2027 — And What It Means for Beverage Innovation

Explore Imbibe's 2027 Flavor Trends report and discover how formulation complexity, functional ingredients, and evolving consumer expectations are changing the role of flavor in beverage innovation.

Why Relaxation Beverages Require a Different Flavor Strategy

Ingredients commonly associated with calm and relaxation — including ashwagandha, magnesium, valerian root, reishi, l-theanine, and other botanicals — can introduce earthy, woody, bitter, savory, sulfurous, or lingering off-notes.

Masking Isn’t the Solution—It’s One Part of It

Considerations like format, processing, shelf life, and label constraints all influence how a solution performs in the final product. What works in one system may not translate directly to another.