Water enhancer category continues to grow

05/6/2013 | BevNet.com

Water enhancers are gaining popularity, in part because they give consumers the ability to customize their drinks. Kraft's MiO was first in 2011, followed by Coca-Cola's Dasani Drops and Crystal Light Liquid, and now Kool-Aid is planning a sugar-free liquid water enhancer. "The do-it-yourself flavor is what the millennials are looking for," said Bill McKay, founder and CEO of Ecosentials, which makes Vitamin Squeeze, a concentrated powder that can be added to water.

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