Glacéau
From Wikipedia, the free encyclopedia
- The correct title of this article is glacéau. The initial letter is shown capitalized due to technical restrictions.
| glacéau | |
 |
|
| Type | Private |
|---|---|
| Founded | 1996 by J. Darius Bikoff |
| Headquarters | Whitestone, New York |
| Industry | Beverage |
| Products | Bottled Water |
| Website | http://www.energybrands.com/ |
glacéau is the brand name of a line of products sold by Energy Brands, Inc., a beverage company based in the Whitestone section of New York City. According to its website, the company was founded in 1996 by J. Darius Bikoff after a water scare in New York City gave him the idea to market alternatives to ordinary bottled water. The success of the glacéau brand launched a new marketing category in the beverage industry.
Contents |
[edit] Products
Energy Brands produces three main product lines under the glacéau brand of "enhanced water" beverages: vitaminwater, fruitwater and smartwater. Each are directed at a specific consumer demographic and designed to appeal to a health-conscious clientele. glacéau products are distributed in most of the United States. The company also used to sell ready-to-drink coffee beverages under the America's Best Brew brand.
In 2004, noted rap artist 50 Cent purchased a stake in Energy Brands, stating that he wanted to make his mark in healthful beverages, as opposed to other rappers who created alcoholic beverages (such as Hypnotiq and Jay-Z's Armandale brand of vodka). The company subsequently introduced a "Formula 50" flavor of vitaminwater, which was developed by the artist and refers to him on its label.[citation needed]
[edit] vitaminwater
vitaminwater consists of distilled water, fructose as a sweetener, electrolytes, natural flavors and vitamins, including Vitamin C, B3, B5, B6, B12, and E. Other ingredients are added according to the flavor and intended purpose of the drink.
Flavors include:
Power-C - Dragonfruit.
Energy - Tropical Citrus.
Revive - Fruit Punch.
Multi-V - Lemonade.
Focus - Strawberry Kiwi.
Essential - Orange.
Formula 50 - Grape.
Defense - Rasberry Apple.
Rescue - Green Tea.
Endurance - Peach Mango.
Vital-T - Lemon Tea.
Balance - Cranberry Grapefruit.
[edit] Controversies
- While marketed as an enhanced, health-promoting water, nutrition experts question whether vitaminwater beverages are indeed healthful (Day 2002, Somers 2006). Depending on the variety, each 20 fl. oz. bottle contains 100 to 125 calories and from 20 to 32.5 grams of sugar [1], while pure water contains no sugar or calories. On the other hand, a 20 fl. oz. bottle of Coca-Cola contains 240 calories and 68 grams of sugar and, like plain water, contains no vitamins of any kind [2].
- On April 5, 2006, Energy Brands Inc. filed a lawsuit against PepsiCo in the U.S. District Court in Manhattan, alleging that PepsiCo's new SoBe LifeWater products confuse consumers by mimicking the distinctive packaging of its vitaminwater products, and that in addition the product itself is "a slavish knock-off" for "copying the product formulation, including the colored nature of the water, its ingredients, sweetener type and even its calorie content" [3]. The companies have since settled and PepsiCo has agreed to change the SoBe Life Water packaging. [4], [5]
[edit] References
- Bounds, G. "Move over Coke: How a small beverage maker managed to win shelf space," Wall Street Journal, Jan. 30, 2006. PDF online
- Chen, C. Y. "Darius Bikoff vs. Coke and Pepsi: Business is flowing for the godfather of 'enhanced waters.' That's why the big guys are taking note," Fortune, Feb. 3, 2003.
- Day, S. "Bottled Water Is Still Pure, But It's Not Simple Anymore," New York Times, Aug. 3, 2002.
- Somers, E. "The truth behind the latest nutrition trends: Is vitamin water healthier? Is organic produce better? Registered dietitian Elizabeth Somer breaks down the current diet fads," MSNBC, July 26, 2006. Article online
