Energy Brands
Energy Brands, also doing business as Glacéau, is a privately owned subsidiary of The Coca-Cola Company based in Whitestone, Queens, New York, that manufactures and distributes various lines of drinks marketed as enhanced water.
Founded in May 1996 by J. Darius Bikoff with an electrolyte enhanced line of water called Smartwater, Energy Brands initially distributed its products to health food stores and independent retailers in the New York area.
The company then began its global expansion, launching its products in the United Kingdom and Australia in 2008, France in 2009 and Argentina in 2011.
J. Darius Bikoff, a self-proclaimed health nut born on September 21, 1961, first conceived of the idea of vitamin-enhanced water in 1996.
[1] He started by personally introducing Smartwater to smaller independent natural food stores around New York, moving to a statewide launch when the product became successful.
[1] The shares ended up in the hands of India-based Tata Group in August 2006, which paid $677 million for the 30% equity, seeking to expand its American business interests.
[9][10] On January 14, 2009, the Center for Science in the Public Interest filed a class-action lawsuit against Energy Brands' parent company in the Northern District of California Court.
The suit alleges that the marketing of the drink as a "healthful alternative" to soda is deceptive and in violation of Food and Drug Administration guidelines.
Coca-Cola dismissed the allegations as "ridiculous," on the grounds that "no consumer could reasonably be misled into thinking Vitaminwater was a healthy beverage" and an attempt by the group to increase its readership.
[11][12] In 2011, the Judicial Panel on Multidistrict Litigation ordered the coordination of different lawsuits against Coca-Cola Co. that alleged it misled the public about the nutritional benefits of Vitaminwater.
[1] In October 2004, rapper Curtis Jackson—known as 50 Cent—was given a minority share in the company in exchange for becoming a spokesperson after learning that he was a fan of the beverage.
After becoming a shareholder and endorser, Jackson worked with the company to create a new grape-flavored "Formula 50" variant of Vitaminwater and mentioned the drinks in various songs and interviews.
[14] Energy Brands' first product was Glacéau Smartwater, vapor-distilled water with added electrolytes, which was released at the company's launch in 1996.
[17] Vitaminwater Zero also used Erythritol until March 2023, when two new flavors, coconut lime and raspberry dark chocolate, were announced along with a change to stevia and monk fruit as sweeteners.
[18] In September 2010, a rebranded version of the 10 calorie drink was introduced to the Canadian market, although Vitaminwater Zero is still exclusively a US product.
Choice also noted that the label on one flavour blatantly mocked food regulations designed to protect consumers by stating, "We are prohibited from making exaggerated claims about the potency of the nutrients in this bottle", before making exaggerated claims about the potency of the nutrients in the bottle.
The suit alleged that the marketing of the drink as a "healthful alternative" to soda is deceptive and in violation of Food and Drug Administration guidelines.
