Waterloo Sparkling Water has unveiled a portfolio-wide packaging redesign aimed at improving on-shelf visibility, enhancing flavour distinction, and supporting the brand's retail momentum.

Rolling out across physical store networks and digital channels nationwide, the packaging refresh applies to all carton and can configurations across the brand's product lineup. The update represents the company's first visual overhaul since its commercial debut in 2017.

Developed in collaboration with brand agency CBX, the updated packaging features saturated colours, a cleaner visual layout, and enhanced food imagery to strengthen appetite appeal. The design also incorporates a modernised brand mark designed to improve findability across crowded retail aisles.

The redesign was informed by extensive consumer research, incorporating multiple iterations of eye-tracking studies and concept testing to evaluate stopping power and brand recall at the shelf level.

Mark Christou, Principal and Chief Creative Officer at CBX, noted that as the category expands, brand distinction on shelf becomes critical. Christou added that the updated design sharpens Waterloo's visual narrative to deliver a clear and instantly recognisable presence for retail shoppers.

Commercial and Retail

The visual refresh follows strong commercial performance for the Texas-headquartered business in the first half of 2026.

Key performance indicators and operational metrics outlined by the brand include:

📈 Category Growth: Achieved three times the growth rate of the overall sparkling water category during H1 2026.

🏠 Household Penetration: Recorded a 17 per cent increase in household penetration over the same six-month period.

👁️ Eye-Tracking Validation: Utilised quantitative eye-tracking technology to optimise visual contrast and flavour navigation on secondary and primary packaging.

The updated packaging integrates into Waterloo's ongoing "Water Down Nothing" marketing platform, aligning visual assets with the brand's full-flavour positioning.

Clean Label Formulation

Despite the visual overhaul across cans and outer secondary cartons, the underlying beverage formulations remain unchanged.

The brand's core product parameters include:

💧 Purified Carbonated Water Base: Formulated using purified carbonated water and custom-blended natural flavours.

🌱 Verified Clean Label: Holds Non-GMO Project Verified credentials across all portfolio SKUs.

🚫 Zero Sugar and Sweeteners: Manufactured without added sugar, artificial sweeteners, or synthetic ingredients.

The updated packaging formats are currently entering national distribution channels, replacing legacy inventory across mass, grocery, and e-commerce stockists.