Beverage Packaging / Vertical Markets / Product of the Week

Caffeinated water unveils new look and additional product

Avitae USA, LLC has unveiled new packaging for its all-natural Avitae Caffeine Water and a third SKU, a 125-milligram caffeine level, at the Natural Products Expo West in Anaheim, CA. The packaging initiative is the latest step in the company’s ongoing commitment to bring the brand to the forefront of the beverage industry. Avitae began rolling out distribution of the new bottles in grocery and retail stores this month.

The new packaging represents a move to highlight the brand and enhance the simplicity of “caffeine + water” by making it more noticeable for consumers. The most innovative and prominent look on the new packaging is the die-cut holographic label – with its wave theme design and light reflection – meant to remind shoppers of a natural flow of water and to stand out on store shelves. The Avitae name is more prominent on the label, and information is easier to read. The new bottles, now in a more traditional cylindrical shape, still hold 16.9 ounces (0.5 liters) of Avitae Caffeine Water.

“We’ve worked really hard developing the new look of our brand,” says Norman E. Snyder, president and chief executive officer of Avitae. “Avitae Caffeine Water provides that instant-go, pick-me-up to start the workday or a workout, and we want it to stand out on shelves and in people’s minds. The new ‘bullet’-shaped bottle is easier for people to hold on to and conveniently fits in drink holders on exercise equipment and in cars, something our consumers were looking for.”

Along with the new packaging, Avitae has added a stronger caffeine-level option for consumers interested in a higher-level energy kick. The new 125-milligram-level bottle is equivalent to one and a half cups of coffee. The 45-milligram and 90-milligram bottles are equal to a half-cup of coffee and a cup of coffee, respectively. Avitae Caffeine Water contains natural caffeine derived from green coffee beans, zero calories, no sugars or artificial ingredients, and no bitter aftertaste.

The caffeine level is brightly color-coded to help consumers choose which level is right for their lifestyle.

“We understand that the ideal amount of caffeine intake varies from person to person,” says Snyder. “We developed a third caffeine level in order to provide more options for our consumers to choose the product that is most appropriate for them.”

Avitae is available in select retail stores throughout the country, including Giant Eagle, Meijer, GIANT©, Safeway, Whole Foods, Wegmans, Walgreens and more, and online. It retails for approximately $1.49 per 16.9-fluid-ounce (500-milliliter) bottle.

Avitae USA recently announced its partnership with PGA Golfer Kevin Streelman, who signed on for a two-year endorsement deal. Streelman will collaborate with Avitae by wearing the new Avitae logo on his left collar at PGA events, through appearances, retail execution and social media. 

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