Flow expands into flavored water territory

By Mary Ellen Shoup

- Last updated on GMT

Flow will extend into the flavored water category with two new organic offerings.
Flow will extend into the flavored water category with two new organic offerings.

Related tags Bottled water Sugar Flavor Us

Alkaline water brand Flow is set to launch an organic flavored water line this December, aimed at satisfying the growing consumer demand for premium water products.

Launched last year, Flow is a naturally alkaline Canadian spring water with a pH of 8.1 and packaged in 100% recyclable Tetra Pak paper carton made from 70% renewable resources and a sugarcane-derived plastic lid, according to the company.

The new organic flavor options, cucumber-mint and lemon-ginger, are free from sugar and calories to “deliver the core functionality of Flow artesian spring water with refreshing organic flavors”, ​Flow founder and CEO, Nicholas Reichenbach, said.

The company added that the organic flavors launch will be the first of several new naturally-flavored premium water offerings for Flow.

More than half of consumers (53%) prefer to drink premium water with innovation in flavor driving the overall US bottled water category, according to Mintel.

In addition, a quarter of consumers who define their “ideal” ​flavored bottled water as being GMO-free and organic.

“In the coming years, consumers will likely put even greater value on no artificial ingredients in bottled water,”​ Elizabeth Sisel, beverage analyst at Mintel, said. “To capitalize on this trend, brands should emphasize free-from claims on packaging as they release new flavors and functions in order to engage the market’s most active consumers.”

“Our goal was to create sophisticated flavor combinations of fine fruits, plants, and herbs...for a smooth and well-balanced drinking experience,”​ Matthew Jimenez, newly appointed board advisor leading new product development at Flow, said.

The new flavors will be sold at major retailers across the US next month including Central Market, Safeway and Whole Foods, as well as Metro and Loblaws in Canada next year.

Flow is available in 500ml ($1.49) and 1L ($2.29) varieties, as well as in multipacks of 6x500ml ($7.49) and 6x1L ($12.99).

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