By Allison Watkinson
TLL Reporter
Waterloo Sparkling Water and Guy Fieri’s Flavortown have launched a licensing partnership to introduce three limited-edition beverages.
Crafted by Waterloo, the licensed beverages are made with Non-GMO Project Verified natural flavors and purified carbonated water.
As with all of the company’s sparkling drink varieties, the Guy Fieri collection is free of sugar, sweeteners, sodium and calories.
“We’re goin’ big on flavor together,” said Guy Fieri. “The team at Waterloo Sparkling Water is incredible at bringing flavor to life, so I knew they’d hit it out of the park with these limited-time sparkling waters inspired by some of my favorite flavors.”
Based on Fieri’s personal life experiences, the co-branded beverage flavors include Lemon Italian Ice, Huckleberry Cobbler and Spiced Mango Sorbet.
“Lemon Italian Ice is a tart and sweet throwback to East Coast summertime family trips,” said Fieri. “Huckleberry Cobbler is sweet and tangy berry bomb with a surprise hit of baking spice. And Spiced Mango Sorbet has just a touch of spice highlighting some bright fresh mango—it’s a first-class fiesta! Bring on the summer!”
To promote the launch of the exclusive drinks, Waterloo Sparkling Water will be handing out free samples of the licensed flavors through Waterloo’s Epic Flavor Can Cruiser on April 19 at West 18th Street in New York City.
“We are thrilled to collaborate with Guy Fieri on these fantastic sparkling waters, bringing to life our mutual love of epic flavor with a first-of-its-kind strategic brand collaboration in this competitive category,” said Waterloo Sparkling Water CMO, Kathy Maurella. “When the Mayor of Flavortown joined us at our summer launch event last year, we immediately started brainstorming more ways to capture the spirit of both Waterloo and Flavortown. From start to finish, this has been a true partnership,” added Maurella. “Once again, Waterloo is demonstrating its leadership in innovation and driving growth for our retailer-partners, while exciting consumers with full-out flavors in super-fun co-branded packaging.”
The limited-edition beverage collection will be available across the U.S. at a wide selection of major retail organizations.
Founded in 2017, Waterloo Sparkling Water is an independently-owned company that delivers high-quality flavored sparkling water.
Guy Fieri is a celebrity chef, reality TV host and restaurant owner who is known as the mayor of the fictional community of Flavortown.
He is best-known as the host of popular Food Network series such as Diners, Drive-Ins & Dives, Guy’s Grocery Games, and Tournament of Champions.
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