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Mystery Flavor SKU returns for Sparkling Ice in US - market data

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Talking Rain Beverage Co has lined up a limited addition to its Sparkling Ice water brand in the US, with the 'Mystery Flavor' variant available alongside a consumer sweepstake competition in the country.

Launching this month until the end of July, Sparkling Ice Mystery Flavor is the second annual activation of the concept. Like last year, consumers can guess what the flavour is to win a range of prizes including a Caribbean cruise with return airfare.

Five hundred other "pool-themed" prizes will also be on offer.

"Our sweepstakes were a huge success last summer," said Sparkling Ice CEO Chris Hall. "We witnessed record-breaking sales as a result of our Mystery Flavor offering and, as such, wanted to create a second iteration of a limited-edition flavour for this summer as well.

"Beyond our sales success, we also saw a direct boost of engagement on social media through our What the Flavor sweepstakes."

Consumers can enter their guesses on the Sparkling Ice website or use the hashtag #WhatTheFlavorSweeps on Instagram or Twitter.

Late last year, Talking Rain added a caffeinated range to the Sparkling Ice portfolio.

Packaged Water in the US - Volume Trends 2013-2022

Source: GlobalData

The packaged water category is in a healthy condition in the US. According to figures from GlobalData, volumes have risen by 23% between 2014 and 2017, topping out at just below 40bn litres. Looking ahead, volumes are expected to continue their upward trajectory, with packaged water approaching 50bn litres in the US by 2023.

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Expert Analysis

Enhanced Water: Significant opportunities are arising in the segment

Enhanced Water: Significant opportunities are arising in the segment

Enhanced Water: Significant opportunities are arising in the segment...

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