US: Posh pets get flavoured waters
US company Molli's Choice has rolled out a range of nutritionally-enhanced flavoured bottled waters - for pets.
Flavours include beef tenderloin, bacon delight, roasted turkey, roasted chicken and original enhanced purified water. The water is available in 1-litre and 1.5-litre bottles and is enhanced with taurine and calcium, which Molli's said is vital to pet health.
Mollibrands founder and CEO Tomas Malave said: "Research shows that many tap water sources contain levels of chlorine and fluoride that can be harmful to your pets. That's why we created Molli's Choice. It's a fun, healthful product line that even the most finicky pets will enjoy and benefit from."
The company said that 63% of US households own a pet, spending about US$36bn per year on the animal, and that the US bottled water industry is a $9bn market growing almost 13% per year. Also, since entering the market in the late 1990's, enhanced flavoured waters have become one of the fastest growing segments of the beverage industry with annual sales topping $450m.
The vast majority of water sales during this period have, of course, tended to be for human consumption but Molli's will be looking to feed off owners' soft spots for their four-legged friends.
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