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Thank you. From Wondry, I'm David Brown, and this is Business Wars Daily on this Wednesday, May 8th.

Water. We know it's good for us. We need to drink it, a lot of it, but sometimes it needs a little pizazazze to be more palatable, don't you think?

That's where water enhancers are coming in. A few drops or a packet of powder turns your plain old water into a zesty flavored beverage.

And you know what? Consumers are drinking them up. Water enhancers are expected to be a $7 billion market

market research firm, FactMR. Mio made a name for itself by claiming to, quote,

fix water. The Kraft Hines' own brand comes in a pocket-sized pod. The drops are sugar-free and don't

add calories as they turn your water into

lemon, lime, or other flavored elixir. But, you know, time has a way of changing tastes, even when

it comes to good old H-2O. Like many brands, Mio is trying to attract younger customers, and those

Gen Z targets are focused on wellness and are more worried about what's in their water than added

flavors. And so the company's rebranding MEO to focus on the wellness benefits of drinking

...