PepsiCo has announced the launch of new premium bottled water brand, LIFEWTR. Besides its ingredient list, which includes electrolytes added for taste, this brand offers premium packaging that features inspirational designs from emerging artists.
“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,” said Brad Jakeman, President of PepsiCo’s global beverage group.
Bottled water is a sensible portfolio addition for a company best known for its soda and sugary beverage products. Experts expect bottled water consumption to surpass soda for the first time this year, signaling a shift in beverage preferences among consumers.
“We created LIFEWTR to be as inspirational as it is functional, and we’re thrilled to introduce the brand into our growing and diverse beverage portfolio,” said Seth Kaufman, chief marketing officer for PepsiCo North America Beverages. “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.”
That was the primary motivation for PepsiCo's Performance with Purpose initiative. The company committed to broadening its nutritious options and ensuring that two-thirds of its global beverage products contain 100 calories or fewer from added sugars by 2025. Bottled water is generally a low- to no-calorie beverage, depending on any additional ingredients, so LIFEWTR will support that goal.
PepsiCo already produces bottled water, most notably the Aquafina brand. But because of LIFEWTR's premium positioning and eye-catching packaging, it is likely to appeal to different demographics or even different consumption occasions, so it shouldn't pull sales from PepsiCo's other bottled water brands.