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Brief Published: 14 Sep 2015

Beverage Innovation: Oil-Infused Water

Extra
Fat Water

LA-based entrepreneur Dave Asprey, the creator of Bulletproof Coffee, has launched a new water-based energy drink infused with his proprietary Bulletproof XCT coconut oil.

Called FATwater, the 20-calorie beverage comes in four varieties: berry, lemon, orange or unflavoured, and can be purchased as a bottled drink or concentrated gel. According to the brand, the drink – which has an iridescent, pearlised aesthetic – is more hydrating than plain water because the "nanoparticles of fat bring water into the cells more effectively".

While traditional energy drinks still remain popular, new formats are stretching category parameters. Meanwhile, consumers are demanding double-duty products that work harder and smarter.

For an in-depth look at the energy drinks category, see our upcoming report The New Energy Drink, part of our New Food Frontiers Industry Trend. For a wider look at innovations in the bottled water category, see Charting New Waters.

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