For all the issues that superpremium bottled water has had to confront with weak economy and green backlash, elite sparkling brands have continued to thrive. No surprise, then, that some entrepreneurs are hoping to reinvent segment with new offerings. Among them is Something Natural, which deploys striking curvy, cobalt-blue bottles to offer lightly sweetened fruit-flavored water that offers alternative to flavored versions of Perrier and the like. The 11-oz bottles carry iconographic image of white flock of birds against bottle’s deep blue background. It goes for $1.79 at retail, and quietly crept into Boston market last fall via Great State’s Blue Coast unit, targeting primarily indie natural-foods retailers to get early read on reception. With signs so far encouraging, Something Natural has added Farrell Distributing in Vt and won authorization at Sheetz c-store chain in Penn as direct customer, to gauge mainstream potential. Brand is also pitching such regional New England chains at Tedeschi’s, Market Basket and Henry Farms. Plan for 2012 is to gradually build out distribution in New England, enter NY market if right partner can be found and seek a few more direct-ship retailers in other parts of country.

Partners behind brand, maintaining commitments to their current employers for now, declined to be IDed. Said Toronto-based rep Cheryl Meyer: “We have always loved sparkling water for its healthy and refreshing qualities. As people continue to seek healthier sparkling options we believe sparkling water is positioned for growth. At the same time we believe the leading names in the category, dominated by Euro-centric and private-label brands, have become stagnant over the years.” Initial flavor range is Black Cherry, Blueberry Lemon, Pink Grapefruit, Raspberry Keylime and Strawberry Peach. Info at drinksomethingnatural.com.

BRANDPACKAGING reviews 2011′s most innovative packaging from around the world. Packages for the Design Gallery were judged on structural or graphic innovation, how they appeal to consumer/shopper needs, how they enhance the in-use experience, and how they elevate the role of packaging in marketing. Not just a study in good design, it’s a look at how packaging can demonstrate innovation, make strong shelf impact, meet customer, shopper and retailer needs and, of course, how it conveys the brand story. Design Gallery reflects a global perspective of innovative packaging turned out in 2011.

http://designgallery.brandpackaging.com/Glass/

We are thrilled with not only the fantastic photograph of our cobalt blue bottle, but also with the amazing review we received.