vitaminwater

What vitaminwater does

vitaminwater is a flavored water beverage brand established in 1996 and currently operating as a wholly-owned brand subsidiary of The Coca-Cola Company (NYSE: KO), with corporate oversight anchored at One Coca-Cola Plaza in Atlanta, Georgia. The brand produces bottled beverages enhanced with added vitamins (including B-complex and vitamin C), minerals, and electrolytes, designed to deliver functional hydration as an alternative to plain water and traditional sugary soft drinks. Its core product portfolio consists of two lines: vitaminwater (the original, at 100 calories per 20oz bottle) and vitaminwater zero sugar (a reformulated, zero-calorie variant). The lineup spans flavors such as elevate blue raspberry limeade, XXX acai blueberry pomegranate, refresh tropical mango, power-c dragonfruit, focus kiwi-strawberry, essential orange, and energy tropical citrus, with zero-sugar extensions including re-hydrate pineapple passionfruit, squeezed lemonade, shine strawberry lemonade, and rise orange, sold primarily in 16.9 oz and 20 oz bottles and multi-packs.

Underlying technology is centered on beverage formulation: flavor systems, vitamin and electrolyte fortification, and sweetener blends (notably reformulated for zero-sugar SKUs launched in March 2023). Beyond formulation, the brand operates almost entirely on The Coca-Cola Company's bottling, distribution, and marketing infrastructure, with no standalone proprietary technology platform disclosed.

Revenue is generated through unit-priced bottled beverage sales at retail, with pricing set by individual retailers across grocery stores, convenience stores, gas stations, drug stores, and online platforms. The GTM motion is channel-partner-led via Coca-Cola's national bottling and distribution network, supplemented by digital marketing (social media, influencer collaborations, sweepstakes such as the "365 days of vitaminwater" promotion, and integration with the Coca-Cola mobile app). End customers are mass-market U.S. consumers segmented into health-conscious, active-lifestyle, and zero-sugar-seeking personas, with no named enterprise accounts and brand-level financials not separately disclosed by the parent.

Name

vitaminwater

Legal name

The Coca-Cola Company

Website

https://vitaminwater.com

Company type

Public

Founded year

1996

Operating status

Operating

Headcount range

1–10 employees

Short description

vitaminwater is a Coca-Cola-owned flavored water brand, founded in 1996, that sells vitamin- and electrolyte-enhanced bottled beverages in regular and zero-sugar variants to U.S. mass-market consumers through Coca-Cola's national retail and bottling distribution network.

Ownership category

akta.pro rank

Product category

Functional Bottled Beverages

NAICS

Bottled Water Manufacturing (312112), Beverage Manufacturing (3121), Soft Drink and Ice Manufacturing (31211)

SIC

Bottled & Canned Soft Drinks & Carbonated Waters (2086), Beverages (2080)

akta.pro primary industry

Flavored/Enhanced Bottled Water Production (Essenced, Vitamin, Electrolyte) (AFAFACAF)

akta.pro secondary industries

Functional Hydration & Electrolyte Water Production (AFAFAFAH), Vitamin- & Mineral-Fortified Beverage Production (AFAFAFAC), Bottled Water (Still, Sparkling, Enhanced) (CRADAHAC), Sports Drinks & Hydration Beverages (CRADAHAK), Still Soft Drinks & Flavored Waters (Non-Carbonated) (AFAFABAB), Bottled Water & Sparkling Water Wholesale (AFAIAGAC)

Keywords

• Flavored bottled water
• Functional beverages
• Vitamin enhanced drinks
• Electrolyte water
• Zero sugar beverages

Headquarters

HQ city

Whitestone

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Operations, Personnel

Revenue model

1. Bottled Beverage Sales: vitaminwater generates revenue through the sale of bottled flavored water beverages in various sizes (16.9 oz and 20 oz bottles) and pack configurations (6-packs and larger), distributed through retail channels including grocery stores, convenience stores, gas stations, drug stores, and online platforms.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels5 records

Core offering

vitaminwater manufactures and sells flavored bottled water beverages enhanced with added vitamins (including B and C), minerals, and electrolytes, designed for everyday functional hydration. The brand operates two core product lines — vitaminwater (regular, 100 calories per 20oz) and vitaminwater zero sugar — in multiple flavors and sizes, distributed nationally through The Coca-Cola Company's retail and bottling network.

Product overview

Vitaminwater is a flavored water beverage brand owned by Coca-Cola, offering products enhanced with vitamins and electrolytes. The portfolio consists of two main product lines: vitaminwater (regular, with 100 calories per 20oz) and vitaminwater zero sugar (zero-calorie option). Available in multiple flavors including elevate blue raspberry limeade, XXX acai blueberry pomegranate, refresh tropical mango, power-c dragonfruit, focus kiwi-strawberry, essential orange, and energy tropical citrus, plus zero sugar variants.

Differentiator

Problem solved

Functional benefit

Brands

• vitaminwater zero sugar: Zero sugar flavored water beverage with added vitamins and electrolytes
• vitaminwater base

Products and services

• vitaminwater A flavored water beverage enhanced with vitamins (B and C), minerals, and electrolytes, with 100 calories per 20oz, designed to support everyday hydration and nutrition for general consumers, gym-goers, office workers, and on-the-go individuals. Available in multiple flavors including elevate blue raspberry limeade, XXX acai blueberry pomegranate, refresh tropical mango, power-c dragonfruit, focus kiwi-strawberry, essential orange, and energy tropical citrus.
• vitaminwater zero sugar A zero-sugar flavored water beverage with added vitamins and electrolytes that delivers refreshing hydration with zero calories, targeted at sugar-conscious consumers and dieters who still want great taste and functional nutrition. Available in zero-sugar flavors including re-hydrate pineapple passionfruit, squeezed lemonade, shine strawberry lemonade, and rise orange.

Quantifiable outcome

• Part of global Electrolyte and Vitamin Water market valued at USD 9.59 billion in 2026

Named customers1 record

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Scale indicators2 records

Recent moves4 records

Expansion highlights4 records

Direct peers

• BODYARMOR Sports Nutrition: BODYARMOR is a premium sports and functional hydration beverage positioned at the intersection of electrolytes, vitamins, and active-lifestyle marketing. It directly competes with vitaminwater for health-conscious and active-lifestyle consumers and is now part of Coca-Cola after the 2021 acquisition.
• Core Hydration: Core Hydration is a premium bottled water brand enhanced with electrolytes and minerals and balanced pH, marketed for active and health-conscious consumers. It directly competes with vitaminwater in the premium enhanced-water segment and has rapidly scaled distribution through major US retailers.
• Hint Water: Hint is a leading fruit-infused flavored water brand with no sweeteners, vitamins, or electrolytes—positioning on a 'clean-label' alternative to sugar-sweetened and fortified waters. It competes directly with vitaminwater for flavored-water occasions, particularly with sugar-conscious consumers.
• Bai Beverages: Bai offers flavored antioxidant-infused beverages with low sugar and added vitamins, marketed to health-conscious consumers. It is directly comparable to vitaminwater's value proposition of bold flavor plus functional ingredients at accessible retail price points, and is owned by Keurig Dr Pepper.
• Smartwater (Glacéau): Smartwater is Coca-Cola's premium enhanced water brand, vapor-distilled with added electrolytes, positioned as an upgraded hydration option. As another Coca-Cola hydration brand, it is a direct shelf competitor to vitaminwater, particularly in the enhanced/functional water segment.
• Propel Water: Propel is a vitamin-enhanced flavored water owned by The Coca-Cola Company, marketed primarily to fitness and active consumers. As a sister Coca-Cola brand with overlapping functional-hydration positioning, it is one of vitaminwater's closest direct peers within the parent's portfolio.
• Essentia Water: Essentia is an ionized alkaline enhanced bottled water with added electrolytes, marketed on hydration, pH balance, and clean-label credentials. It competes with vitaminwater for premium hydration occasions among health-conscious and active-lifestyle buyers.

Broad incumbents

• Celsius Holdings: Celsius is a fast-growing functional fitness beverage brand marketed around metabolism, energy, and active-lifestyle occasions. It competes with vitaminwater's 'energy tropical citrus' and broader active-lifestyle positioning, and has rapidly gained share of the functional beverage category.
• Gatorade: Gatorade is the dominant sports-hydration brand owned by PepsiCo, offering electrolyte-fortified beverages in a broader portfolio (thirst quencher, water, zero, organic). It competes with vitaminwater for hydration occasions and is the category leader vitaminwater must displace for share of mind.

Emerging players

• Liquid Death: Liquid Death packages premium still and sparkling water in aluminum cans with a distinctive heavy-metal/heavy-marketing brand identity. While it does not fortify with vitamins, it competes with vitaminwater for cultural relevance, Gen Z attention, and impulse premium-hydration occasions.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/vitaminwater
• YouTubeyoutube.com/user/cocacola
• Facebookfacebook.com/Coca-Cola
• Instagraminstagram.com/cocacola
• LinkedInlinkedin.com/company/vitamin-water

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about vitaminwater