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

Plant-water category gets creative

In American sports, the term “three-peat” refers to winning three consecutive championships. In the beverage world, the bottled water category achieved its “three-peat” by remaining the No. 1 packaged beverage in the United States by volume, according to the Alexandria, Va.-based International Bottled Water Association (IBWA).

Recent statistics from New York-based Beverage Marketing Corporation (BMC) show that 69 percent of the growth in bottled water consumption stems from people shifting away from carbonated soft drinks (CSDs) and fruit drinks, said IBWA in a May press release.

As consumers are shifting away from sugary alternatives, they are beginning to venture into the land of plant waters, experts say.

“Many consumers want beverage options that are hydrating and taste good, but are healthier than traditional CSDs or juices with high-sugar content,” says Holly McHugh, marketing associate at Imbibe, Niles, Ill. “Plant waters tend to be high in electrolytes and various vitamins and minerals depending on the source and since they come from plants, the perception is that they are all natural and better for you.”

Read the full article in Beverage Industry.

Keep Reading:

Flavor Drop: Earth Day Edition – Matcha Latte & London Fog

Featuring Matcha Latte and London Fog flavors because Earth Day is everyday!
READ MORE

Bitter Masker developed by Imbibe for Functional Beverages

Discover NonSense BP-1 from Imbibe, a new bitter masker for highly caffeinated functional drinks that simplifies formulations by potentially replacing multiple ingredients.
READ MORE

Rethinking GRAS: A Looming Regulatory Shift for the Food Industry

Learn about the upcoming changes and important considerations surrounding the GRAS (Generally Recognized as Safe) regulatory framework.
READ MORE
Privacy Overview

This website uses cookies so that we can provide you with the best user experience possible. Cookie information is stored in your browser and performs functions such as recognising you when you return to our website and helping our team to understand which sections of the website you find most interesting and useful.