Keurig Dr Pepper acquires caffeinated sparkling water maker Limitless

USA – Keurig Dr Pepper has acquired Limitless, a Chicago-based caffeinated sparkling water maker and other coffee and tea products, for an undisclosed sum.

Limitless was founded in 2016 by Matt Matros, who also founded the Protein Bar chain, and currently produces a range of zero calorie sparkling caffeinated waters.

Limitless’ products are available in different flavours including Watermelon, Ginger Mint, Cucumber Pear, Blood Orange, Lemon Lime and Grapefruit Hibiscus and currently sold in Walmart, HyVee, Mariano’s and other grocery stores.

KDP said that Limitless is a rapidly growing company adding that the acquisition will expand the distribution of Limitless products, leveraging its marketing and commercial teams by introduce to more consumers.

Limitless will join KDP water lineup which counts of brands like Core Hydration, Bai antioxidant water and Evian. KDP distributes Evian under a long-term master distribution agreement with Danone Waters of America.

The strategic move comes at a time when the sparkling water business is witnessing considerable growth recording a 10.2% increase in sales in the 52 weeks ending November last year, according to Chicago-based market research firm IRI.

Additional data from Nielsen also confirms that the sparkling flavored water industry is booming, with 2019 U.S. sales totaling US$2.5 billion, led by popular brands like LaCroix.

The sector has recently drawn a number of companies as they seek to cash in from the promising but still highly competitive sector. Joffer Beverage is among the most recent to launch a new format of flavored sparkling water for its Jelly Belly Candy Co.

Joffer has launched Jelly Belly Sparkling Water which will include eight flavors; French vanilla, pink grapefruit, lemon lime, orange sherbet, Very Cherry, Piña Colada, watermelon and tangerine.

The products will first debut in Hy-Vee stores in cartons of eight 12-oz cans. The drinks also will be available online soon, Joffer Beverage Co. said, and a wider launch and range of flavors is in the works.

In November last year, Coca-Cola also announced that a new flavored sparkling water hitting is the market in March 2020 under the brand AHA.

The products will also come in Eight flavor-forward and aromatic pairings – Lime & Watermelon, Strawberry & Cucumber, Citrus & Green Tea, Black Cherry & Coffee, Orange & Grapefruit, Apple & Ginger, Blueberry & Pomegranate and Peach & Honey.

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