Let Water Be Water, LLC Announces Results of the “WAT-AAH! Challenge”


ew York, New York (May 19, 2009) – WAT-AAH!, the first sugar-free functional beverage brand made specifically for kids by kids and their mothers, announced the results of their first nationwide WAT-AAH! Challenge to defy the expectation that kids will chose soda and/or juice and other sugar-laden drinks over water.

During the months of March and April, mothers and school teachers across the United States received WAT-AAH! beverage samples with instructions to put the bottled functional water in their refrigerators, alongside sodas and other sugary drinks. Mothers and school teachers were asked to write, photograph or videotape their children’s responses and reactions to WAT-AAH! In the final results of the Challenge, out of the 1,082 children who participated, 1,072 chose WAT-AAH!, six chose juice and four chose soda. Details of the final results of the Challenge can be found on the WAT-AAH! Challenge Blog at http://wat-aahchallenge.blogspot.com/.

“The WAT-AAH! Challenge is indeed a positive way to introduce a healthy choice where previously there have only been sodas and sugared drinks… there is a merit and a need for a product like this,” says Kim Grabinski, from the blog “Accidental Mommies.” Says Massachusetts mommy blogger Nicole McCabe, of the blog ‘Good Golly Miss Blondie,’ “Not only did he choose the WAT-AAH! over the soda and juice, but he sat there and drank it like it wasn’t out of the ordinary. When I asked him what he thought, he said, ‘Mama, can you buy this kind from now on? I like the bottle.'”

“The WAT-AAH! Challenge shows that when presented in a contemporary and relevant way, water can compete with sodas and juices,” says Rose Cameron, founder of WAT-AAH! “We are thrilled by the results of the Challenge. Water is no longer boring. We are influencing kids to drink more water and in turn doing our part in curbing childhood obesity.”

About WAT-AAH!:

WAT-AAH! was launched in June 2008 in New York. It is currently distributed in more than 250 stores including Whole Foods Market. The brand was recently named by Trend Hunter magazine as one of the Best Products for Kids in 2009. WAT-AAH! contains no sugar, artificial flavors, colors or unnatural additives. WAT-AAH! is ultra pure water containing the right amount of essential ingredients such as magnesium, electrolytes and oxygen to help maintain children’s health. WAT-AAH!’s mission is to reverse the established behavior and dependency on sweetened drinks among America’s children, and ultimately help fight the battle against childhood obesity and to teach kids that healthy bodies can be obtained through healthy hydration, http://www.wat-aah.com.