Hitting the Shelves: Drowning in Water -- September 2009

ICIO Apple Pear Water is purified water infused with natural extract, while being free of calories, added sugar and artificial additives.

Bottled water positioned as trendy, stylish and healthy is an idea that stands out in an increasingly crowded health and wellness market. Water has always been praised for its health benefits, but creating innovative and interesting ways to market it can be difficult. ICIO has formulated a bottled water that is both hip and nutritious. ICIO Apple Pear Water is purified water infused with natural extract, while being free of calories, added sugar and artificial additives. The bottle has an upscale look, appealing to the stylish consumer. The product also comes in two other flavors, cucumber lemongrass and lemon basil, which are unusual, innovative and likely to attract perceptive tastes.

Information in this column is from the Global New Products Database, the premier source of global product intelligence, published by Mintel International Group; 351 W. Hubbard, 8th Floor; Chicago, IL 60610; call: 312-932-0600; fax: 312-932-0474; or e-mail mhollihan@mintel.com.