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A piece in today's Wall Street Journal -- Should you sip your vitamins through a straw? -- raises an interesting point: There is little in the way of research to suggest that products like Coca Cola's (NYSE: KO) VitaminWater are a good way to absorb vitamins. But that hasn't stopped the market from exploding: "The explosion of nutrient-laced drinks reflects consumers' desire for more healthful choices than soda. These drinks' combined U.S. volume more than tripled from 2001 to 2006, according to the Beverage Marketing Corp., compared with 5% growth for the U.S. beverage industry over all."
Critics charge that some of these premium "healthy" beverages have a lot of calories (albeit fewer than soda), are expensive, and lack compelling evidence to back up suggestions that the products are actually that good for you.
But I don't think the average VitaminWater consumer is overly concerned with the assimilation of the vitamins. We drink VitaminWater because it tastes excellent, is more nutritious than soda, and is less artificial. I would guess that very few drinkers of these beverages are drinking them in lieu of vitamins: Most kids don't take a daily multivitamin like they should, so VitaminWater is better than nothing, right?
In any case, I don't think that VitaminWater's nutritional possibilities are a huge part of its appeal, and I don't think Coke shareholders should worry about the demise of that brand should studies emerge suggesting the product has little in the way of tangible health benefits.
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Reader Comments (Page 1 of 1)
7-24-2007 @ 2:35PM
Jenna said...
I've had to point out to several of my friends that there is nothing healthy about Vitamin Water- most people seem to ignore the serving size. If they'd just take a closer look at the label, they'd see that one bottle has a huge amount of sugar, not to mention a lot of empty calories!
8-01-2007 @ 4:51PM
Kat said...
Purchasing a refreshing drink supplemented with vitamins, seems like the better choice for health. A great vitamin drink with only 5g of sugar (stevia) and 100% dv of vitamins C, B6, B12, and 50% B3 can be found for only $1. each at www.drinkact.com/soundplusmusic
9-28-2007 @ 9:42PM
Jeff387 said...
Vitamin water may fall into rank with gatorade and powerade as far as calories, carbs and sugar. But that doesn't make it a bad thing, it is far better for you than any soda beverage, not to mention that it contains less calories and carbs than both gatorade and powerade. Besides that its main purpose is to be used during exercise or athletic competition, when the body is in the most need of calories and carbs for energy. When used in this way it is a great drink. The saying "Everything in moderation" comes to mind when I think of this; the drink is only bad for you when over consumed. Limit yourself to one or two a day, preferably during exercise and it will bring you no harm.
10-09-2007 @ 12:15AM
Jimtron said...
"We drink VitaminWater because it tastes excellent, is more nutritious than soda, and is less artificial."
What makes is less artificial than soda? It's not natural to add sugar and vitamins to water is it? There are sodas available that have no artificial colors or flavors--does VW have no artificial color or flavor?