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Is Spindrift stealing La Croix’s cult status?

Jul 30 2019

Is Spindrift stealing La Croix’s cult status?Our brand tracker shows that interest among Millennials hasn’t completely fizzled out, but La Croix is losing market share to promising up-and-comers, like Spindrift. The rise of a seltzer that actually contains some fruit and calories (gasp!) shows a shift in young consumers’ wellness obsession from chemically-created but calorie-free to all-natural—a label La Croix has landed in hot water for. And the seltzer brand didn’t quell concerns when they responded to publications asking what exactly their ingredient “essence” is with, “Essence is—FEELINGS and Sensory Effects!” (Vox)