BevWire recently recently wrote about new vitaminwater being introduced to the Canadian market (read here) and it turns out it was true but slightly inaccurate. It turns out that yes, there will be more vitaminwater, but now it’s in the 10-calorie per bottle format. Same bottle, similar packaging, and promising the same great taste with less calories. In order to bring the calorie content down to 10, these two new flavors are naturally sweetened with Truvia (a plant based sweetener).
Two flavors are entering the Canadian market – Recoup and Go Go. Recoup will be a peach-mandarin flavor, and Go Go being a mixed berry flavor. Recoup’s side label copy – (cue: movie trailer voice guy) in a world of neurotic bosses, in-laws, dying cell phones and agonizing relationship talks, one bottle stands alone. naturally sweetened with only 10 calories per bottle and armed with vitamins b3, b5, b6, & b12 this tasty force of hydration can help you cope with whatever life throws your way, coming to tastebuds near you. And Go Go’s side label copy – how can you possibly be reading this label right now? isn’t there a meeting that you should be in? a gym you’ve been paying for? when everyday is a marathon something’s gotta give. fortunately, this delicious source of hydration you’re holding has some vitamins and nutrients to help motivate you towards your daily finish line. and to sweeten – or naturally sweeten – the deal, we made it with only 10 calories. now hurry and go – you’re already late! These two new flavors can be found anywhere your regular vitaminwater is sold – grocery stores, supermarkets, convenience stores, and mass merchandisers.
Is this a good time for glaceau to launch vitaminwater10? While they are the market leader in the enhanced waters category, they are late to join the 10 calorie niche. Aquafina Plus10 stepped into the Canadian market nearly a year ago and vitaminwater10 is only being made available? We know that vitaminwater10 will be successful when it enters, but why take so long to come out with the innovations? And will this mean that there will be less regular vitaminwater flavors now that there’s a 10 calorie version?
It turns out that Aquafina Plus10 has been experiencing a natural transition from the regular Aquafina Plus to the Aquafina Plus10 and also slightly growing market share. This is likely related to a few factors: healthier perception of a lower calorie alternative, discontinuing slower moving Aquafina Plus options, and no innovations from its competitor. Sources indicates that Aquafina Plus10 accounts for nearly half of their enhanced water sales since its launch in 2009.
That being said, vitaminwater figures that they were due for some innovation launch and should also release a lower calorie alternative to compete and regain lost market share. However, the market can only sustain so many flavors and options for beverages – does this spell the end for some other flavor of vitaminwater? Aquafina Plus discontinued a few flavors when they launched the Plus10. There will be a total of eleven glaceau vitaminwater and vitaminwater10 options if they do not delist something – definitely too much for the marketplace in my opinion. That said, we have yet to see any vitaminwater10 in stores yet so either glaceau will be taking some flavors off the shelf themselves or grocery stores will do the delisting for them.
So my parting question for this week’s blog psot: if you were to discontinue one or two flavors of vitaminwater, which flavor would you choose?