• by Danielle Oster , April 2, 2025

Waterloo is heading to Flavortown for the summer.

Waterloo Sparkling Waters partnered with celebrity chef and media personality Guy Fieri’s Flavortown brand on a trio of limited-edition seasonal flavors.

The release will feature colorful, co-branded packaging and can art, evocative of the season.

Each of the new flavors was purportedly inspired by Fieri’s own personal experiences. "Lemon Italian Ice is a tart and sweet throwback to East Coast summertime family trips. Huckleberry Cobbler is a sweet and tangy berry bomb with a surprise hit of baking spice,” Fieri explained in a statement. “And Spiced Mango Sorbet has just a touch of spice highlighting some bright fresh mango."

The brand celebrated the new celebrity partnership with a video starring Guy Fierri running on its social media channels. Waterloo shared the launch video on Instagram, which was cross-posted to Fieri’s channel – where the Food Network star has some 2.3 million followers.

In a statement, Waterloo Sparkling Water CMO Kathy Maurella called the partnership a “first-of-its-kind strategic brand collaboration in this competitive category."

Waterloo will also promote the new release with a sampling from its “Epic Flavor Can Cruiser” April 10, on West 18th Street in New York City.

The new flavors are rolling out nationwide across retailers including  Walmart, Target, Whole Foods, Albertsons, Safeway, HEB, Central Market, Stop & Shop and  Amazon, as well as select Kroger divisions – with additional availability at Aldi locations in July.

While it may be a first for the category, Fieri is far from a newcomer to such brand collaborations, having previously collaborated with the likes of Alliant Coffee and Stratford, Connecticut's Two Roads Brewing.