Making Water Even More Functional
Consumer interest in healthy hydration is stoking strong growth in the market, with brands touting wellness benefits, including immune system support and more.
Water is already pretty functional when it comes to promoting good health, and products that build on its healthy properties—and even add a little taste to boot—have become quite appealing to certain segments of consumers. But some of those health claims might not be so substantive, and some of what brings taste to these “functional waters” might not be so healthy.
“Water already has the ultimate health halo. It’s already a functional, healthy beverage,” says Caleb Bryant, associate director, foo…
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