Skinny Nutritional Corp., Bala Cynwyd, Pa., announced that it intends to reposition its line of Skinny Waters as beverages rather than dietary supplements. The change was made after a consideration of market analysis, and the decision is consistent with changes to the packaging and labeling of the Skinny line, the company says. Skinny Nutritional says they expect to compete directly with other functional beverage companies with the change.
“Skinny Water is much more than a dietary supplement and our customers consider it a great-tasting, zero-calorie alternative to many of the other beverage products currently on the market,” said Ronald Wilson, chief executive officer of Skinny Nutritional. “By marketing Skinny Water as a conventional beverage, we will appeal to a broader market and allow our consumers to directly compare Skinny Water with other functional beverages.”
In addition, Skinny Nutritional announced that Bay Area Distributing Co., Energy Source Distribution, GBL Distributing Co., Morris Beverage Distributors and Saccani Distributing Co. will distribute Skinny Water throughout California. The addition of these distributors creates an opportunity to promote brand awareness and availability in the states, the company says.