Consumer Voice - - Contents -

For­ti­fied wa­ter as a drink has been there for a while now and mar­ket fore­cast­ers see a boom­ing fu­ture for this cat­e­gory glob­ally, point­ing to fac­tors such as grow­ing ur­ban­i­sa­tion and greater health con­scious­ness. Mar­keted as a ‘health’ drink, it prof­fers con­sumers an al­ter­na­tive to car­bon­ated or ar­ti­fi­cially flavoured drinks. Of­ten boast­ing of lower calo­rie con­tent than car­bon­ated drinks but of­fer­ing more taste ap­peal than plain wa­ter, for­ti­fied wa­ter is an at­trac­tive propo­si­tion to many con­sumers. Of course, ‘health’ or ‘nat­u­ral’ claims are grey ter­ri­tory. Some­times brands claim to have more of a par­tic­u­lar in­gre­di­ent so as to be one up on com­peti­tors. So, while they may taste good, watch out for un­sub­stan­ti­ated claims on the la­bels. The fol­low­ing re­port as­sesses four brands of for­ti­fied wa­ter on es­sen­tial at­tributes, in­clud­ing im­por­tant vi­ta­mins and elec­trolytes that they are ex­pected to con­tain.

What is wa­ter for­ti­fied with, one may ask. Well, it may be vi­ta­mins, min­er­als and fruit juices, to be­gin with. A small but ris­ing num­ber of flavoured wa­ters also pro­vide added value through the in­clu­sion of herbs. For­ti­fied wa­ter is com­monly pre­ferred by those who want to drink their sup­ple­ments and also by those who drink wa­ter dur­ing work­outs and want a lit­tle more flavour than that pro­vided by plain wa­ter.

For­ti­fied Wa­ter

Olive Po­mace Oil

Cheese Slices

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