VALUE-ADDED BRANDS BOOST WATER CATEGORY

CHICAGO -- The number of value-added waters is expected to catapult summer retail sales in the already hot-selling bottled water category, according to Valerie Skala, vice president, analytic product management, Information Resources Inc., here.Consequently, retailers will be challenged to find shelf space in an already overcrowded category, she warned. "There's a ton of new product initiatives coming

CHICAGO -- The number of value-added waters is expected to catapult summer retail sales in the already hot-selling bottled water category, according to Valerie Skala, vice president, analytic product management, Information Resources Inc., here.

Consequently, retailers will be challenged to find shelf space in an already overcrowded category, she warned. "There's a ton of new product initiatives coming into this space, and keeping these products on the shelves is going to be a huge ch

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