"FlavoredWater" news and stories

Vitamin Water has been in the news lately with some contretempts over the caloric content of their brightly colored, somewhat nutritious beverages. So it's fortuitous timing that they're coming out with 10-calorie versions of several flavors. Up for the dietetic treatment are Energy (tropical citrus/yellow), XXX (acai-blueberry-pomegranate/magenta), Multi-V (lemonade/white) and Essential (orange/orange).

Can you tell the difference between the 25-calorie bottle and the 125-calorie bottle? Well, the Essential lo-cal version is, weirdly, sweeter than the original, while the Multi-V is about the same. Along with the lighter revisions. Vitamin Water has also come out with two new standard-calorie flavors: Tranquilo (tamarind-pineapple/chartreuse) and Sync (berry-cherry/lavender).

Wow, the confusion when buying water! These days, when you enter a grocery store and look on the shelf, you can view about 10 different flavored waters, each promising to be the perfect antidote to a specific ailment. There's Vitaminwater, Propel Fitness Water, Function Drinks, Sobe Life Water, Snapple Antioxident water, 24c Vitamin enhanced water, and much more.

Yesterday, I read an article from New York magazine about the entrepreneurs that started Function Drinks. And, for a brief moment, I thought that perhaps all these drinks were not bogus. Dr. Alex Hughes, one of the founders of Function Drinks, uses different dietary supplements to concoct beverages that help with a hangover, reduce stress, fight colds, improve memory, and even sustain sexual health. But, at the same time Hughes admits, "At the end of the day, we are not a pharmaceutical company. We're not trying to live up to those standards."

What's with the trend? Personally, when it comes to drinking water, I stick to non-flavored H2O that's not loaded with sugar.