Enhanced water is a category of beverages that are marketed as water, but which contain additional ingredients, ranging from natural or artificial flavors, sugar, sweeteners, vitamins, minerals and other "enhancements." Most enhanced waters are lower in calories per ounce than non-diet soft drinks. Pepsi and Coca-Cola and other companies market enhanced water. The marketing of enhanced water usually capitalizes on the healthful image of water combined with the perceived health, taste or functional benefits of one or more additional ingredients.
Vitaminwater contains 33 grams of sugar per bottle, and its maker Coca-Cola is being sued by the Center for Science in the Public Interest. The suit alleges that the marketing of the drink as a "healthful alternative" to soda is deceptive and in violation of Food and Drug Administration guidelines. The consumer group states that "according to CSPI nutritionists, the 33 grams of sugar in each bottle of Vitaminwater do more to promote obesity, diabetes and other health problems than the vitamins in the drinks do to perform the advertised benefits listed on the bottles". Coca-Cola criticized the suit as "ridiculous," on the grounds that "no consumer could reasonably be misled into thinking Vitaminwater was a healthy beverage" and that the suit was an attempt by the group to increase its readership. In 2013, a federal judge ruled that the lawsuit could move forward as a class-action lawsuit.
A study conducted in 2009 found that "Americans now get nearly 25 percent of their calories from liquids."
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American market
Bottled water was introduced to the United States by television commercial in 1977. After the television commercial, bottled water sales increased by 3,000 percent from the year 1976 to the year 1979. In the year 2004, Americans spent $9 billion on bottled water. Many companies produce enhanced bottled water in the United States. The enhanced water category of beverage continues to grow in volume every year, and as of 2007 was the fastest-growing segment of the still beverage category. In 2001, flavored and enhanced water sales estimated $80 million, and 2002 proved even more successful with $245 million in sales. The U.S. wholesale market for enhanced water was $170 million in 2004.
Enhanced waters vary from zero-calorie beverages certified organic and flavored with natural herb extracts, such as Ayala's Herbal Water, to the Glaceau brands of beverages owned by The Coca-Cola Company. Coca-Cola bought the maker of Glaceau Vitaminwater, Energy Brands Inc., in May 2007 at a cost of $4.1 billion to lessen the gap between itself and Pepsi on the market of enhanced water. This was the largest purchase in the history of Coca-Cola. Pepsi owns several brands of enhanced water such as Sobe life water, Sobe life water zero, Propel, and Aquafina Flavorsplash. Coca-Cola owns the brand Glaceau which owns the SmartWater, Vitamin Water, and Vitamin Water Zero, while Coca-cola also owns the Dasani brands of flavored water.
Brands
Ingredients
Ingredients used as enhancements in the water include hydroxycitric acid, chromium, epigallocatechin gallate, potassium, vitamin C, vitamin B6 and vitamin B12.
Source of the article : Wikipedia
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