Vitaminwater reformulates on consumer complaints

by Monica Watrous    View Me on Google+
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ATLANTA — At least in the case of Vitaminwater, the customer is always right.

The beverage brand, which is owned by the Coca-Cola Co.’s Glaceau business unit, said it will reformulate its enhanced waters in response to complaints about a new recipe sweetened with stevia and cane sugar. Vitaminwater announced a relaunch of the original formula featuring crystalline fructose and cane sugar.

“We tinkered with the taste of Vitaminwater, and our fans haven’t had the greatest things to say about it,” the company wrote on its Facebook page. “So we’re changing back to the taste you know and love.”

Production is expected to begin in August, with the original formula returning to shelves in the fall and national distribution by winter. The company said all flavors will be reformulated.

The reaction to the stevia and sugar blend may be of concern for leading beverage makers. Coca-Cola, PepsiCo Inc., and Dr Pepper Snapple Group all have revealed plans to roll out reduced-calorie formulations of top soft drink brands made with sugar and stevia as consumers increasingly banish artificial sweeteners.
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