Nestlé Targets Affluent Women With New Still Water Product

Nestlé Waters North America is rolling out nationally a new brand of premium bottled water aimed at affluent, eco-conscious women. Resource, first sold in Whole Foods grocery stores in 2009 and introduced in California in 2012, is a noncarbonated, noneffervescent (i.e., still) water targeted at the “stylish, higher income woman”. The company, with about a third of the U.S. market for bottled water, also owns the San Pellegrino and Perrier brands. Environmental groups commended Nestlé for using 50 percent recycled plastic in the Resource bottles, something that “all beverage companies should emulate”.