I don't quite get the higher price point. Take away the vitamins and others (like chromium) and you got basic diet soda pop.

Diet Coke Plus and 7Up Plus had Vitamins... I don't recall their prices being much higher. Is Chromium expensive? Now 20oz Tavas I noticed seem to be priced the same as every other soda pop. What I do notice is that Tava appears in the same area as energy drinks and Enviga... is this marketed as an energy or health drink?