The value-action gap is a philosophy, often associated with environmental causes or concerns, where there’s a discrepancy between what a person states are their goals versus the actions they take to meet them. One beverage category where the value-action gap couldn’t be more present is the packaged water market.

“Hydration remains a top priority for consumers, and 80% of consumers believe that water is the healthiest beverage,” says Michael Pengue, CEO of Hint Inc., San Francisco. “But there’s a simple fact that is often overlooked: 40% of consumers don’t like the taste of it. It’s pretty incredible that one of the biggest, most consumed categories in the market has such a significant taste barrier, and that more brands have not been able to address this need without adding sugar, sweeteners, or artificial ingredients.”

Pengue notes that the proliferation of functional beverages that claim to hydrate better and faster has dominated the market. This comes as the wellness industry has become more complex.

“[W]ellness has never been more complicated and fragmented,” Pengue says. “Between the supplements, trackers and endless deluge of functional claims, it’s overwhelming and unattainable for consumers to put in the required work. In reality, people want simple, accessible, enjoyable tools that make it easier to adopt healthy habits that actually stick.”

Pengue adds that consumers would be better off drinking water, suggesting the market is primed for a successful approach to deliver on those hydration goals.

“The plain bottled water is ripe for disruption, and Hint is uniquely positioned to win share of stomach and dollars by making more people aware that a simple, delicious tasting water does exist,” he says.

Yet, the hurdles of hydration and taste are not limited to effects of typical consumer tastes. Pengue calls attention to the rising influence of GLP-1 medications.

“In terms of other macrotrends we’re seeing, the widespread adoption of GLP-1s is having an impact on taste preferences, with consumers gravitating toward food and beverages that deliver sensory softness versus flavor intensity,” he says. “Toward products that are not overwhelming, but still satisfying ― products like Hint.”

Pengue likens Hint to “a wellness hack that lets you be hydrated without sacrifice.”

He adds that the flavored water brand operates within the intersection of daily hydration and enjoyment.

“We offer purified water infused with fruit essences and plant-derived natural flavors, no sugar, no sweeteners, no calories,” Pengue says. “Unlike many better-for-you beverages, Hint doesn’t require sacrifice. It’s the purity of water, something you need to consume to live, with the flavor of something you actually want to drink.”

Refreshing the future

With a legacy of more than 20 years and a portfolio of more than 25 flavors across its still and sparkling lines, Hint delivers a range of flavor solutions, including fan favorites like Watermelon and Blackberry as well as seasonal varieties such as Lemon Zest Freeze and Peppermint Bark. However, the company is taking the next steps to standout in the ever-growing better-for-you beverage market.

Recently, Hint announced a refreshed brand identity and campaign that began rolling out in March, with the full transition expected in May.

“The refreshed visual identity puts flavor at the forefront,” Pengue says. “The hero is taste and appetite appeal, reinforcing the core tension of the brand: pure, simple water that actually tastes like something you crave.

“The updated look remains clean and minimalist but elevates the sensory and emotional cues around flavor, helping Hint stand out in a crowded beverage aisle while staying true to its roots,” he continues. “The new identity will extend across packaging, website, in-store, and advertising as part of a fully integrated campaign debuting in May.”

Noting that the company has been in communication with brand stakeholders and retail partners about the transformation, Pengue says the feedback has been unanimously positive.

“Everyone is leaning in and excited to see the brand get it’s groove back without changing the mental space that it holds in the core consumer’s mind,” he says. “We also invested in consumer testing, and were thrilled to see the refresh increased purchase intent amongst both existing Hint drinkers and non-Hint drinkers. We expect the refreshed packaging to drive awareness, trial and habitual consumption as the refresh rolls out and we continue expanding across retail, foodservice and eCommerce channels.

As consumers seek simple, accessible hydration solutions, Pengue anticipates unsweetened flavored water is in a position to succeed and Hint will be on hand to support those needs.

“We believe the unsweetened flavored water category is primed to follow a trajectory similar to sparkling water, moving from niche to mainstream as flavor-forward brands drive adoption,” he says. “Hint is uniquely positioned to lead that shift. We are investing in marketing, expanding pack formats, including a 19.2-ounce can pilot in New York this summer, bringing back our high-velocity Summer Variety Pack, and launching new still and sparkling flavors.”

With the rebranding on full display, Pengue is optimistic about these next steps for the brand.

“This relaunch marks the first consumer-facing milestone in what we believe will be a remarkable turnaround journey,” he concludes. “Hint is bringing bold energy back to water, and we intend to lead the category into its next chapter.”