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THE UNKNOWN HISTORY OF VITAMINWATER
In the mids, health and wellness was at its apex.
The rise of gym culture, yoga, and the earlier success of Gatorade and Powerade made the launch of Vitaminwater in possible.
ORIGINS OF VITAMINWATER
In , Darius Bikoff invented Vitaminwater as a response to the fitness and health trends he was seeing.
Especially in NYC.
Consumers of the 90s were shifting away from artificial ingredients.
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Bikoff identified a specific market gap: while water was healthy, its plain taste led consumers to choose sports drink alternatives like Gatorade.
Bikoff found a way to combine natural ingredients and vitamins with electrolytes.
He called it Vitaminwater.
CONNECTION TO SMARTWATER
Before Bikoff launched Vitaminwater, he invented Smartwater, which is a distilled water product enhanced with electrolytes.
Smartwater positioned itself as a smarter hydration option and was known for its mi
