vitaminwater active, a nutrient-enhanced performance drink, is set to hydrate fitness enthusiasts – those who love to play, lift, ride, climb, run and push themselves for fun. The new beverage will be available now through the end of the year at 7-Eleven and Target stores in California and Nevada, and HEB grocery outlets in Texas, before launching nationwide in 2018.
vitaminwater active features sports drink-level hydration and electrolytes from natural sources (coconut water and sea salt). It's naturally sweetened with cane sugar and has antioxidant Vitamins C and E and 100% Vitamins B5, B6 and B12 – with 100 calories per 15.2-ounce bottle.
“vitaminwater active is the performance drink for the rest of us,” said Ami Mathur, Group Director of vitaminwater trademark. “We’re here to hydrate those who appreciate the fun side of fitness, not necessarily those who live for a competitive sport.”
This week, attendees of the National Association of Convenience Store (NACS) tradeshow in Chicago will be among the first try vitaminwater active. The brand will be offered in three flavors: move it (strawberry black cherry flavored), werk it (orange mango flavored) and pump it (lemon lime flavored).
The new brand will complement Coca-Cola North America’s existing sports drink portfolio, which also includes POWERADE and Honest Sport.
“vitaminwater has always been a brand that doesn’t take itself too seriously, so we are going to have a lot of fun getting vitaminwater active out there to our fans who have been asking for it,” Mathur said. “We're just getting started and can’t wait for everyone to see what we have planned for our national rollout next year.”