Snapple's new lineup enhances specialty water

Drug Store News, June 23, 2008 by Doug Desjardins

Bottled water was a novel concept when it first appeared 20 years ago, but now that the novelty has worn thin, people want more than just plain water for their money. And that's a need Snapple has addressed with its new line of Antioxidant Water and LYTeWater.

Snapple Antioxidant Water debuted last fall with seven flavors inspired by such natural "super-fruits" as pomegranates and acai berries. And the different flavors come packaged with a variety of vitamins and ingredients that serve distinct purposes.

The Protect line has vitamins A and E, electrolytes and a complete dose of vitamin C, and comes in tropical mango and orange star fruit. The Awaken line comes with vitamin A, E and B along with caffeine and ginseng for a quick pick-me-up. And the Restore formula comes in agave melon flavor and contains vitamins A and E and a double-dose of electrolytes to restore what the body loses after vigorous exercise.

LYTeWater serves a different purpose for people in need of maximum hydration. The mineral-enhanced water comes with healthy doses of electrolytes, calcium, magnesium and zinc. LYTeWater is available in one liter bottles priced as low as $1, while Antioxidant Water is priced from $1.39 to $1.59 for a 20-ounce bottle.

Snapple entered the vitamin water business knowing that consumers are trying to lead healthier lifestyles and want a quick and convenient way to make sure they're getting the vitamins and minerals they need each day.

Certainly the numbers bear that out. According to Beverage Digest magazine, U.S. sales of flavored and enhanced water rose almost 32 percent in 2007.

[ILLUSTRATION OMITTED]

Single-serve bottled water

                                   PERCENT
BRAND                    SALES *    CHANGE

CATEGORY TOTAL          $4,178.3      8.0%
PRIVATE LABEL              682.9      18.1
AQUAFINA                   485.5      -7.4
GLACEAU VITAMIN WATER      448.3      94.8
DASANI                     441.7      -3.6
POLAND SPRING              247.4      -7.2
PROPEL                     191.6      -1.6
ARROWHEAD                  181.3      -0.4
DEER PARK                  136.4      -8.1
NESTLE PURE LIFE           123.6      18.9
CRYSTAL GEYSER             105.4      -2.5

* in millions

Source: Information Resources Inc. for the 52 weeks ended May 18,
2008, for food, drug and mass, excluding Wal-Mart