Loftiwater's Shimmering Water Reinvents the Category with Microbubbles
Laura McQuarrie — January 31, 2022 — Lifestyle
References: loftiwater & wellandgood
With a proprietary blend of infused gas and natural flavor, Loftiwater is shaking up the beverage category as a new brand of "shimmering water," or non-carbonated fizzy water. Unlike traditional carbonated water drinks that are made by adding carbon dioxide under pressure, these fizzy beverages work with other gases to achieve microbubbles with no burn. Touted as "the third water," Loftiwater can be found in refreshing varieties like Black Cherry, Peach, Strawberry and other tried-and-true fruit flavors.
Unlike other fizzy drinks, these ones lack the acidic bite and they have fizziness that lasts. Appealing to those who want alternative refreshments to sodas, these drinks are free of preservatives and made with only water and natural flavors in the form of fruit essences.
Unlike other fizzy drinks, these ones lack the acidic bite and they have fizziness that lasts. Appealing to those who want alternative refreshments to sodas, these drinks are free of preservatives and made with only water and natural flavors in the form of fruit essences.
Trend Themes
1. Shimmering Water - Innovation opportunity lies in developing more flavors of shimmering water using natural flavors and Microbubble technology
2. Non-carbonated Fizzy Water - The trend for healthier alternatives to sodas provides an opportunity for new brands to develop unique non-carbonated fizzy water variants using infused gases
3. Microbubbles - Opportunities lie in developing improved microbubble technology to enhance the fizziness of non-carbonated beverages without the acidic bite
Industry Implications
1. Beverage Industry - The trend for healthier non-alcoholic beverages provides an opportunity for new brands and established beverage companies to develop and promote non-carbonated fizzy water
2. Flavor and Fragrance Industry - The trend for natural flavors and fruit essences provides an opportunity for flavor and fragrance companies to develop new natural flavors for non-carbonated fizzy water
3. Packaging Industry - The trend towards healthier beverages presents opportunities for innovation in environmentally friendly packaging for non-carbonated fizzy water
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