Plant waters innovate to expand beyond niche market
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.