Veryfine Launches Flavored Water

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Veryfine Launches Flavored Water

NEW YORK - Juice maker Veryfine Products Inc. last night hosted a national launch party for its Fruit2O brand fruit-flavored waters. Company sources said the product line had outperformed expectations during testing last year in the Northeast.

Veryfine, which developed the first single-serve juices, has a reputation for innovation. Yet Fruit2O will be facing stiff competition from Gatorade's Propel brand waters, Reebok Fitness Water from Clearly Canadian, Snapple's Element enhanced water, and enhanced water products from other companies such as Energy Brands and AriZona.

Beverage makers see great potential in the flavored-water segment, arguing that it combines the appeal of both New Age beverages and bottled water, two quickly growing categories.

In an effort to boost traffic at small businesses still devastated by the Sept. 11 disaster, the launch was held in Manhattan's Tribeca neighborhood near the site of the former World Trade Center.