A brand new category of water was just invented.
Here’s what you oughta know about Loftiwater shimmering water, non-carbonated yet fizzy.
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And those are the options, right?
you might choose between either regular ol flat H20 or carbonated water.
This month, an entire new water category is entering the market.
Todd Carmichael is the founder and CEO of Loftiwater, a shimmering water brand. He is also the co-founder and former CEO of La Colombe.
Its called shimmering water and its the latest way to stay hydrated.
He is also the co-founder and former CEO of La Colombe.
(Carmichael stepped down as CEO in October 2021 but still has a role in the company.)
How is Loftiwater shimmering water made?
Loftiwater shimmering water is non-carbonated fizzy water.
Getting there was a high-school chemistry test come to life.
Traditional carbonated water is made by adding carbon dioxide under pressure, which then creates carbonic acid.
it’s possible for you to carbonate anything.
What youre doing is dissolving a gas into water, using pressure, Carmichael says.
Todd Carmichael is the founder and CEO of Loftiwater, a shimmering water brand. He is also the co-founder and former CEO of La Colombe.
It also doesnt lose its fizziness as quickly.
They drink half, but then it goes flat before they can drink the other half.
After all, youre still consuming gas.
Figuring out the water texture wasnt all Carmichael wanted to perfect.
He also wanted to make different flavors of the water without using any sugar or additives.
(They retail for $24 for a case of 16.)
For every flavor, the only ingredients youll see listed on the label are water and natural flavors.
So all that they are flavored with is fruit essences, Carmichael says.
This comes across on the nutritional panel, too: The sugar is kept at zero grams per serving.
Loftiwater comes in plastic bottles, something Carmichael says he wishes didnt have to be the case.
Having said that, to me, sustainability is a destination and its a Northstar Im always working towards.
Its not just an empty statement.
Were fully recyclable now, but thats not enough for me.
This certainly isnt the first time Carmichael has tasked himself with using cutting-edge packaging.
He did, after all, figure out how tocan a draft latte without losing its foamy head.
Clearly, sometimes its worth reinventing the wheel.
For centuries there have only been two types of water textures and suddenly theres a third.
It makes you wonder, what will we be thirsty for next?
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