Brands jumping into enhanced water market

Amid growing consumer interest and slowing sales for carbonated soft drinks, everyone from beverage giants like Coca-Cola to smaller companies like Glaceau are focusing on the enhanced water market. "Enhanced waters have the potential to deliver flavor variety and a number of positive added benefits, including nutrition, rehydration, energy, etc., thus placing them in the sweet spot of consumer demand," said Bill Pecoriello, an analyst with Morgan Stanley.

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