| Show FOOD Wednesday June The Salt Lake Tribune C3 9 1993 Cool clear flavored water comes of eNew Age' in the '90s Linda Gilica By Clear Fruity Sweet Effervescent Look how far that most basic of — water — thirst-quenche- has come 4 Bottled spring waters gained popularity in the '70s but the '90s will be known for a new twist: sweetened sparkling H20 infused with fruit flavors such as key lime peach and black cherry These refreshers are racking 'up impressive sales in a category ' that the beverage industry calls -New Age" drinks "New Age is virtually anything nonalcoholic that isn't a tradition al soft drink — that is not a dark cola lemon-limroot beer or flavor line such as grape or orange" says Greg Prince senior editor of Beverage World magazine "and has a 'sheen' to it meaning it reeks of newness freshness and ‘betterness' Water — that is water whose source is other than the tap — is in fashion While traditional soft: :drink sales have gone flat 1992 'sales of waters jumped by 492 according to Beverage Marketing An $845 million business in 1992 the cate- gory will grow to $126 billion by Coca-Cola- 's Canadian" People looking for something to quench their thirst or just a different beverage to wash down a sandwich are willing to pay for of 10- that privilege A ounce bottles of flavored waters k retails for about $3 to $4 a bottles of Coke of e full-flavore- ford Conn Washington Atlanta and Charlotte NC Both Nordic Mist brand and the Seagram Beverage Co's 2 Calorie Quest are distributed nationally "These drinks came out of the premise that as the population ages people become more conscious of the need for a healthier diet the need for a healthier lifestyle" says Peter Collins Heublein's director of sales and marketing for New Age products "Sparkling water is perceived as being better for you than Coke" "People want to try New Age beverages because they offer something different and in most cases something lighter healthier more natural" Prince says Who drinks these waters — or at least who is targeted by the companies' marketing departments? "The people who are drinking New Age beverages are people who are drinking fewer traditional soft drinks than they were before" Prince says "Most companies use the most attractive demographic they can think of to describe the New Age consumer — professional 18 to 49 upscale white teeth the whole bit" In response to this demand for "light and healthy" new soft 1995 industry experts predict "As the soft-drin- k industry moves so dramatically toward the Ray Charles type of promotion and other types of promotion they are targeting the general population" says Ron Cotterill a professor of agricultural and resource economics and head of the Food Marketing Policy Center at the University of Connecticut "That kind of focus may miss a niche — those people who may want to sit quietly on a veranda or walk along Rodeo Drive in Beverly Hills and want to sip a Clearly THE HARTFORD COURANT four-pac- k six-pac- $299 to $349 is Consumer demand part the reason companies such as Heublein Inc the Seagram Bevhave reerage Co and cently introduced versions of these fruity waters to compete with existing brands such as is only of Coca-Col- a d Clearly Canadian Heublein's I American Orchard line released last month is in markets in Hart Like other companies Heublein used consumer groups to taste-tes- t various waters before the company decided on the final four flavors it would introduce With a name like American Orchard and flavors Georgia Peach Michigan Cherry Oregon Blackberry and Florida Key Lime Heublein chose to emphasize the fruits harvested in America's growing areas The exception is the new 2 Calorie Quest which is sweetened with Nutrasweet and contains 2 calo- fruit-flavore- ries in a serving "In my book a sweetened flavored water is a soft drink" Cotterill says The Seagram Beverage Co decided to go after the "diet" niche in this category "A lot of people drinks such as Tab Clear and Crystal Pepsi are mimicking a characteristic that comes naturalwaters — ly to the clearness This quality "implies the absence of negatives such as preservatives" Cold h waare drinking ters and thinking they're getting a free lunch" says Mark Taxel d lins says Some consumers also may equate this clearness with an absence of calories For the most part these new flavored waters contain fewer ingredients — and little if any preservatives — than traditional soft drinks The ingredient list is short: water fructose and fruit flavor The fructose is the key that unlike plain water these drinks are An not calorie-freserving of Clearly Canadian or Nordic Mist contains 99 to 113 calories depending on the flavor of marexecutive keting for Seagram "They think there are no calories Some people will continue to drink them because they love the taste But others will say 'Hey I don't want the calories" But they do want flavor and in this beverage category fruit is the winner over cola "This category is very " Heublein's Collins says "New Age users tend to be fairly experimental They'll try new flavors and new brands" vice-preside- e d The Seagram Beverage Co decided to go with citrus and berry as primary flavors "The black cherry is more flavorful the raspberry lighter" Taxel says "For people who like less sweet we have tangerine lime and peach citrus We wanted some familiar flavors such as raspberry and some proprietary flavors such as peach citrus that were so exotic that people wouldn't have expectations of how they should taste" taste-driven- dini 0 Eat 0T1 n010 IIIMirAiWNTMONTSXTROT6IsutNiffl IF YOU'RE LOOKING FOR SOFAS LOVESEATS SLEEPERS CHAIRS MATTRESSES OR THE NEWEST TREND IN FURNITURE "FUTONS" BE SURE TO VISIT E 11 nrroN MATTRESSES STARTING AT $5 ° 2111 rj zgieEp FRAMES mArruss $59 FUTON UTAH'S LARGEST FUTON DEALER 9 STARTING AT OVER 100 FRAMES & 8 FUTON STYLES TO CHOOSE FROM BE FOO E 1 g3 OTHER CLAIMS WE ARE TH ' LARGES EUTON DELIS er 6 - d it 1:( 14''' r0-1 wfd ON 1 I - r Busty hnPrints 11!" 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