Waterloo Sparkling Water Launches New Flavours with Winter Games Campaign

Waterloo Sparkling Water has announced a strategic expansion of its core flavour lineup, introducing two new permanent SKUs—Banana Berry Bliss and Melon Medley—and successfully converting a former limited-time offering (LTO), Lemon Italian Ice, into a year-round staple.

The launch is underpinned by a new marketing platform, "Wake Up With Waterloo," which seeks to position sparkling water as a morning ritual. This strategic pivot targets the breakfast and early morning dayparts, occasions traditionally dominated by coffee, juice, and functional energy drinks.

The 2026 Winter Games Opportunity

The "morning ritual" positioning is timed to coincide with the 2026 Winter Games in Milan. Due to the time difference, live coverage of the games will air during morning hours in the US. Waterloo is capitalising on this viewership behaviour to drive consumption occasions, encouraging consumers to pair sparkling water with their morning espresso—a nod to the Italian tradition of serving a "sidecar" of sparkling water with coffee.

To activate this concept, Waterloo has partnered with The Bagel Nook to debut limited-time menu items nationwide, including a "Sidecar Set" pairing and bagels inspired by the new flavour profiles.

Converting LTO Success

The decision to make Lemon Italian Ice a permanent SKU follows its strong performance as a summer LTO. This "test-and-transition" strategy allows the brand to validate consumer demand before committing to permanent shelf space.

New and Returning Flavours:

Banana Berry Bliss: A smoothie-inspired profile blending banana, berry, and orange notes, explicitly designed to bridge the gap between sparkling water and breakfast beverages.

Melon Medley: A spa-inspired blend of watermelon, cantaloupe, and honeydew.

Lemon Italian Ice: A zesty citrus profile, originally a collaboration with Guy Fieri, now a core portfolio driver.

Business Performance and Market Share

The expansion comes amidst significant momentum for the brand. According to Jason Shiver, CEO of Waterloo Sparkling Water, the company significantly outperformed the broader market in the previous fiscal year.

"Waterloo grew three times the category in 2025 and led the pack on distribution growth among the competitive set," Shiver stated. "With our flavor innovation, we continue to push the limits... driving category growth and incrementality for our retailer-partners."

Product Specifications

Consistent with the brand's clean-label positioning, all new flavours are:

Free of calories, sugar, and sweeteners.
Made with Non-GMO Project Verified natural flavours.
Formulated with purified carbonated water.

Kathy Maurella, Chief Marketing Officer, emphasized the focus on authenticity: "Crafting authentic, full-out flavors that taste like they are supposed to is what Waterloo does best. This launch brings that commitment to life again amidst one of the world's biggest moments."