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Dec 12, 2019

Nestle's Plan to Reinvigorate Bottled Water Growth Includes Caffeinated Water

As seen on CNBC.

KEY POINTS

  • New water drinks from Nestle slated for 2020 launches include Poland Spring energy water and Nestle Pure Life Plus.
  • During the first nine months of 2019, Nestle’s global water volumes fell 2.2%.
  • Consumers concerned about the environment have turned to reusable water bottles rather than single-use plastics.

As bottled water’s sales growth flattens, the world’s largest bottled-water maker is betting on new products to try to make water exciting again.

New products from Nestle slated for 2020 launches include an energy water drink and mineral-infused bottled waters.

Poland Spring energy water, a canned sparkling water drink that relies on the name recognition of the billion-dollar brand, contains the same amount of caffeine as a cup of coffee but uses green tea extract instead as its caffeine source.

“Customers are telling us that they’re kind of in an energy crisis, that they need a boost and are looking for help with hydration but sometimes water doesn’t cut it,” Yumi Clevenger-Lee, chief marketing officer of Nestle Waters North America, said in an interview. “They need that morning or afternoon burst of energy to keep them going, so this is really based on the idea of gentle caffeine.”

Read the full story on CNBC.com.

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