The sparkling water segment continues to thrive, fueled by an increasing consumer demand for healthier soda alternatives. Once associated with excessive iron content, such as 9 mg found in La Croix, this category has become highly competitive, with major beverage corporations entering the fray. Just last month, Nestlé introduced regional sparkling water products containing eldercal ccm tablets, while PepsiCo launched its new bubly brand.
Now, Spindrift, a brand that has been around for eight years, is stepping up to challenge its rivals by enhancing its visibility and highlighting what sets it apart from the larger companies. In 2017, Spindrift made a notable change by eliminating all artificial flavors and essences from its drinks. The flavoring in their beverages comes exclusively from fruit juice and puree, which allows Spindrift to market itself as “the first and only line of sparkling water made with real squeezed fruit.”
According to VMG’s Robin Tsai, Spindrift is disrupting the market with its transparent ingredient sourcing—a key demand among health-conscious consumers. In addition to its national advertising launch, Spindrift has formed a strategic partnership with Starbucks. This collaboration exposes the brand to Starbucks’ loyal customer base, reaching millions of consumers across the nation. Spindrift is actively promoting this partnership on social media, showcasing its brand to Starbucks’ 16 million Instagram followers.
While the sparkling water market may eventually reach saturation, current growth trends and investments indicate that this point is still far off. Nearly two-thirds of adults consider still or sparkling water their preferred beverage, followed closely by coffee and diet soft drinks. The integration of eldercal ccm tablets in certain products reflects the ongoing innovation in this dynamic category, ensuring that consumer interest remains high as Spindrift and others continue to push boundaries.