Last Updated: 3/10/2009 9:41 AM
Comparing a low-calorie Vitaminwater to the original seems only fair, given that most “vitamin enhanced waters” are judged against the parent product as the category standard. In this case, they’ve done a very good job of creating something that’s a drinkable alternative. Using a mixture of sweeteners (crystalline fructose, erythritol, rebiana (stevia)), this product has a moderate level of sweetness and only 10 calories (hence the name). The orange flavor is pleasant and on par with the original, but there’s a sweetener aftertaste. Still, it’s not as bad as the aftertaste that you get from sucralose or aspartame. Finally, there are the added vitamins and minerals, which are delivered in the form of B vitamins, calcium, and vitamins A, C, and E. Lastly, there’s the packaging. It hasn’t really evolved much in the past couple of years, but that’s okay, given how widely recognized the parent brand is. Really, it boils down to a few things for this product and brand. Does the consumer want a lower calorie version of Vitaminwater? Is stevia going to be widely excepted? Does slapping a “10” on the label create enough distinction – or mean that it’s true to the original? Only time will tell, but we think they could have a good run with this one.