RUNNING DEEP

The Ever-Changing Water Category has risen to a new level of sophistication. Consumers are bypassing the hype of isotonics and electrolytes in favor of still waters infused with a hint of fruit extracts or a pinch of herbs. The natural flavorings are used instead of sugar or artificial sweeteners, and the simplicity of these bottled quaffs is resonating with health-minded shoppers. The trend is evident

The Ever-Changing Water Category has risen to a new level of sophistication. Consumers are bypassing the hype of isotonics and electrolytes in favor of still waters infused with a hint of fruit extracts or a pinch of herbs. The natural flavorings are used instead of sugar or artificial sweeteners, and the simplicity of these bottled quaffs is resonating with health-minded shoppers.

The trend is evident at Publix, Lakeland, Fla., where water-based beverages touting herbs and functional

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