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Fortified water products flow into the US market

Dozens of brands of "fortified water" are appearing in the US, attracting consumers with various combinations of herbs, vitamins and minerals.

There is caffeinated water, water with plant hormones for menopausal women, water with fluoride for children -- even water that is supposed to behave like a liquid version of Viagra.

Some of the biggest beverage companies have watched the success of fortified waters from smaller, regional companies and are now jumping into the market themselves.

In June, Pepsico released Aquafina Essentials, a four-product line of fortified waters that include ingredients like calcium, iron and folic acid. Gatorade recently introduced a low-calorie vitamin concoction called Propel Fitness Water. Next year, Coca-Cola plans to start selling Dasani Nutriwater in several flavors enhanced with vitamins and minerals.

The Sweden-based Nordic Drinks is marketing Nexcite, a caffeinated water with damiana, ginseng and guarana that is supposed to act like an aphrodisiac.

But some nutritionists and health groups, including the American Dietetic Association, warn that many fortified waters also carry a heavy caloric punch, which won't help weightwatchers.

"How many people do you know with vitamin deficiencies or mineral deficiencies?" said Lawrence E. Armstrong, a physiology professor at the University of Connecticut at Storrs.

"If you have a vitamin deficiency you'll know. People don't have scurvy in our country."
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