PURCHASE, N.Y. — PepsiCo, Inc. is expanding its reach in the burgeoning bottled water category with the launch of LIFEWTR premium bottled water.
Available in the United States starting February 2017, LIFEWTR is a purified and pH balanced water with electrolytes added for taste, PepsiCo said. The beverage will be available in two sizes: 700 ml and 1 liter.
To enhance LIFEWTR’s premium positioning, PepsiCo is using the “brand’s biggest equity” — the bottles’ labels — as a canvas for emerging artists. The designs will be released in a series of three and change several times of year. The first series of label designs features the work of artists MOMO, Craig & Karl and Jason Woodside.
|Brad Jakeman, president of PepsiCo’s global beverage group|
“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. “LIFEWTR is a huge priority for us and an exciting global big bet, and we’ve worked hard to make a premium bottled water experience that combines the right mix of a clean, pure taste with eye-catching packaging and an authentic connection to the consumer. We can’t wait to bring this brand to consumers around the world, beginning with the United States.”
The addition of LIFEWTR to PepsiCo’s portfolio furthers the “Performance with Purpose” goals that the company announced in October. PepsiCo said it planned to broaden its nutritious options and have two-thirds of its global beverage portfolio have 100 calories or fewer from added sugars by 2025.
|Seth Kaufman, c.m.o. for PepsiCo North America Beverages|