Spindrift Sparkling Water Builds on Real Fruit Platform
To further its commitment to simplicity, transparency and great taste, Spindrift has removed all natural flavors or essences from its line of unsweetened sparkling waters. In a category built on “flavors,” this guarantees consumers an exclusively real fruit alternative they can feel good about. Effective immediately, all flavors in the line-up, including Grapefruit, Blackberry, Cucumber, Lemon, Raspberry-Lime and the newest ones, Orange-Mango and Strawberry, are being made using only real fruit and sparkling water.
“We recognize that consumers are informed about the products they’re purchasing and we want to be as honest and simple as possible with our ingredients,” says Bill Creelman, founder and CEO. “We looked deeper into natural flavors and weren’t satisfied with the answers we were getting. We were already natural flavor-free in many of our products, but not all. So, we made the decision to reformulate everything without them and add more real fruit for an incredible, fresh taste.”
A 2016 “Food Revolution” survey conducted by Label Insight found that 75 percent of consumers do not trust the accuracy of food labels, and 35 percent admitted to being confused by what the label said. Spindrift’s new labels will be limited to the two to three ingredients used to create the product, with most ingredients sourced from local farms across the U.S.
“Working with real fruit presents challenges and is more expensive. Removing the safety net of natural flavors forces you to optimize the supply. We need to get the very best fruit because we can’t just smooth things out with flavors from the lab,” says Creelman. “But the taste of fresh, real fruit is unparalleled. Our products are simply better than ever.”
Spindrift is available at key retailers and café-style restaurants nationwide, including Trader Joe’s, Whole Foods Market, Target, Costco and Panera. By the end of 2017, all flavors on shelves should reflect the new recipe.