Following its successful emergence in the US beverage market as a result of high levels of investment from major companies such as Kraft and The Coca-Cola Co, the liquid water enhancer category has been introduced in the UK. However, consumption rates within the product category remain low. Moreover, it would also appear that, rather than creating new on-the-go consumption occasions for manufacturers such as Britvic, the product category risks cannibalising sales of traditional cordial products.
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