t\u2019s getting to the point where buying a plastic bottle of still water marks you out as some kind of environmental vandal. But sparkling water? Somehow that\u2019s different. That says you have good taste and care about \u201cclean\u201d drinking. Sparkling water in a can? You\u2019re obviously health-conscious, fashionable and environmentally aware.<\/p>\n
The sparkling water wars are upon us, or are at least kicking off in the US and could be heading our way. Last month,\u00a0PepsiCo launched Bubly<\/a>, a range of flavoured sparkling waters, packaged in cute, brightly coloured cans. It is going up against the market leader, a brand called\u00a0La Croix<\/a>, which has become a hit despite eschewing traditional advertising.<\/p>\n Both are yet to reach the UK, and although canned sparkling water isn\u2019t a new innovation \u2013 Perrier has been doing it for many years \u2013 there are signs we will be seeing more of it.\u00a0Ugly<\/a>\u00a0launched in the UK in 2016 with a range of calorie-free flavoured sparkling water in cans, and is about to launch in the US.\u00a0Dash Water<\/a>\u00a0is another brand, this one with a waste-reducing ethos. It is flavoured with \u201cwonky\u201d produce such as cucumbers and lemons that might otherwise go to waste. Sold in cans and \u201ccrafted\u201d (their words) in the UK, it launched last year and is stocked mainly in London, in stores such as Selfridges and Whole Foods. It costs about \u00a31.50 a can.<\/p>\n \u201cIt\u2019s a lifestyle brand,\u201d says co-founder Jack Scott. \u201cWe wanted to create a drink that was a credible alternative to the normal soft drinks that are [full of] either sugar or artificial sweeteners. It\u2019s something that is tasty, but has none of the bad stuff.\u201d Both founders are in their 20s, and have an eye on the power of social media. \u201cWe\u2019ve tried to create something that\u2019s desirable, that people want to have and also share on Instagram.\u201d<\/p>\n