PepsiCo joins sparkling water craze


Sparkling water sales have reached record levels in the past three years. In 2016 alone, $6.1 billion worth of sparkling water was sold in the U.S. These sales have largely been driven by millennial popularity with the fizzy drink.

On Feb. 8, PepsiCo released its first line of sparkling water called Bubly. With this new product, Pepsi is joining the heavily saturated sparkling water market, currently dominated by competitor brand LaCroix.

Pepsi marketed Bubly with two 30-second ads during the 2018 Academy Awards Ceremony, with celebrity sponsor Neil Patrick Harris making an appearance.

The question remains — can PepsiCo compete with LaCroix to come out on top in the war on sparkling water?