• January 24, 2007

Pepsi is launching an enhanced version of its Aquafina, the biggest bottled water brand in the U.S. The new version has much in common with Pepsi's SoBe Life except for one thing--the Aquafina brand name.

Aquafina Alive, made with a splash of fruit juice, will be vitamin-enriched with just 10 calories. This month, the brand's Berry Pomegranate, Peach Mango and Orange Lime hit shelves nationwide. The product will be supported with radio, print, TV and online.

John Sicher, editor and publisher of Beverage Digest, said the launch is based on consumers' increased preference for functional beverages rather than beverages that simply "taste good and refresh." In the first nine months of 2006, Sicher said, Aquafina held 15.5% of market share in the bottled water category.

About Aquafina Alive, Ahad Afridi, the brand's vice president, said in a statement that "it is an easy way for consumers to replenish, hydrate and feel their best." The product will be sold in 20-ounce bottles and 16.9-ounce six-packs in grocery and convenience stores. -- Nina M. Lentini