Fruit2O introduces new ‘Essentials’ line


CINCINNATI, OH (March 9, 2009) – Fruit2O® introduced the flavored water category in 1999 by adding real fruit flavors to bottled water. In 2009, the company that started it all is again bringing bottled water to new heights with the introduction of Fruit2O® Essentials™, a fortified water that brings the nutrients and refreshment of real fruit to crisp, clear water.

The concept for Fruit2O® Essentials™ began when the brand team studied the current landscape of the fortified water market and conducted in-depth consumer research. Through their research, it became evident there was a strong demand among women for a fortified water that is low in calories yet provides real, easy-to-understand benefits, much like fruit. With a heritage in fruit and this new research in hand, Fruit2O® Essentials™, was born. The line has six delicious flavors of perfectly combined fruits. Each bottle provides vitamins and minerals in amounts found in two servings of fruit, and even one gram of fiber, in crystal clear water. Unlike many other fortified waters in the category, Essentials™ has no sugars or carbohydrates and zero calories. It’s a great tasting way to help women achieve the appropriate level of hydration to keep them looking and feeling healthy.

“The creation of the Fruit2O® Essentials™, line was really in response to a lack of better, more nutritious fortified water options out there for women,” said David Zellen, brand manager for Fruit2O®. “Many fortified waters claim to provide important health benefits, such as immunity enhancing nutrients and enriched vitamins. The problem is that many of them either don’t provide meaningful, understandable, nutritional benefits, or, worse yet, are loaded with extra sugar and calories. Fruit2O® Essentials™, is a deliciously easy, zero calorie way for women to better achieve their recommended daily intake of both water and fruit nutrients.”

Fruit2O® Essentials™ offers six flavors, including: Cranberry Raspberry, Strawberry Kiwi, Peach Mango, Citrus, Blueberry Pomegranate, and Cherry Acai. Each flavor is fortified with the nutrients in the amounts equal to two servings of its fruits.
The May launch of Essentials™ will be supported by a national cable TV and online marketing campaign, sampling events, public relations, a cause marketing program and promotions. More details on these efforts will be announced as they are available.

“The Fruit2O® brand has great heritage as the first flavored water in the U.S. market,” added Zellen. “Our communications will focus on maintaining that strong position by talking about the real nutritional benefits of fruit nutrients and water in our consumers’ daily life.”

Fruit2O® Essentials™ will be available in many US markets beginning in April 2009. Single 18-oz bottles will be sold in grocery stores for a recommended retail price of $1.29-$1.49, and in 15 and 20-packs at Club stores for a recommended retail price of $9.99 to $12.99.

A new Fruit2O® Website will launch in May to support the launch of Essentials™. Retailers interested in learning more about Essentials™ and the entire Fruit2O® line can call 1-800-395-5849.