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

Bubbling Up: The sparkling water category is growing, particularly for functional beverage applications

As summer approaches and the outdoors presents an opportunity to safely mingle with family and friends (in limited numbers, of course), there is one thing we can expect to find in the cooler besides a frosty brew: a refreshing sparkling water (spiked for adults, alcohol-free for kids and teens). Sparkling water, the artist formerly known as Seltzer, has experienced quite the revival in recent years as more and more products hit the market offering unique flavors and lower calories compared to other soft drinks. What’s driving this surge?

“Marketers deserve a lot of the credit for the sparkling water renaissance,” says Ilana Orlofsky, senior marketing manager for beverage developer Imbibe (Niles, IL). “Seltzer was invented, accidentally, in the mid-1700s, and while some brands maintain the original term, marketers realized that the designation of ‘sparkling’ makes nearly anything feel more sophisticated and premium, even though in this case it’s really just semantics,” she explains. Fast-forward to today, and “many brands have positioned themselves as young, fun, inviting, sexy, and ‘Instagrammable.’ These attributes will remain relevant for years to come and continue to contribute to the growth in this category.”

Read the full article on Nutritional Outlook.

 

Keep Reading:

Imbibe Invites You to Taste Success at SupplySide West 2024 

Visit our booth at SupplySide West 2024 and discover how Imbibe can help you drive sales and stay ahead of the curve.
READ MORE
flavor drop - butterscotch and lemon cookie

Flavor Drop: Butterscotch & Lemon Cookie

Nostalgia is driving a butterscotch revival! From classic candies to Starbucks’ Smoked Butterscotch Coffee, this creamy, buttery flavor is making a delicious comeback. Discover the latest butterscotch-inspired products and why this nostalgic treat is capturing hearts again.
READ MORE

Flavor Wheel – Grapefruit

Discover the surprising depth of Grapefruit flavor! Beyond tart and bitter, Imbibe has identified 8 tastes that are part of the Grapefruit experience. Discover these sensory insights and quickly align on your desired flavor profile.
READ MORE