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PepsiCo unveils new premium bottled water

DBR Staff Writer Published 12 December 2016

Beverage giant PepsiCo is launching a premium-priced bottled water, dubbed Lifewtr, in the US.

The brand will initially be launched throughout the US from February next year. It would be later made available in other parts of the world.

Lifewtr is said to contain pH balanced, purified water which is fortified with electrolytes to give taste.

The thirst quencher would come in two packaging formats. First is the 700ml bottle, priced at $2.06 while the other one is a 1ltr bottle, priced at $2.70.

According to PepsiCo, the Lifewtr 700ml bottle will feature a convenient sports cap.

PepsiCo North America Beverages chief marketing officer Seth Kaufman said: "We recently announced our renewed Performance with Purpose goals and this is a prime example of this vision coming to life as we continue to transform our portfolio to offer top-selling beverage choices for every consumer lifestyle and occasion."

The beverage company added that the Lifewtr bottles would feature rotating label motifs designed by upcoming artists.

The label motifs of the Lifewtr bottles will be released three at a time, and will be changed many times a year. They would provide a platform for artists and creatives with expertise in graphic design, fine arts, photography and fashion to design the Lifewtr bottles.

PepsiCo Global Beverage Group president Brad Jakeman said: "Our Lifewtr artists will turn the traditional bottle label into a unique masterpiece that speaks to the creativity – and source of creation – linked to the brand's core.”

Recently, PepsiCo expanded its health and wellness portfolio with the acquisition of fermented probiotic and kombucha beverages KeVita for an undisclosed price.


Image: PepsiCo’s new bottled water product Lifewtr in three different designs. Photo: courtesy of PepsiCo.