Waterloo Shakes Up Mornings With New Flavors and Bold Campaign

AUSTIN, TX – February 02, 2026 – As the sparkling water wars continue to fizz, Austin-based Waterloo Sparkling Water is making a bold play for a new time of day: the morning. The independent brand today announced a significant expansion of its flavor portfolio with two all-new offerings, Banana Berry Bliss and Melon Medley, and the permanent return of the highly requested Lemon Italian Ice. The launch is the centerpiece of a new “Wake Up With Waterloo” campaign, strategically timed to coincide with the 2026 winter games in Milan.

Waterloo aims to carve out a new niche by positioning its zero-calorie, unsweetened beverages as a refreshing alternative to traditional morning drinks like coffee and juice. This move comes as the company reports significant momentum, claiming it grew at three times the category rate in 2025 and outpaced competitors in distribution growth.

The Morning Bubble: A New Breakfast Ritual

The core of Waterloo's new strategy is the “Wake Up With Waterloo” campaign, which challenges consumers to rethink their morning beverage habits. Drawing inspiration from the upcoming winter games in Milan, the brand is encouraging fans to “start the day the Italian way.” This concept is rooted in the timeless European tradition of serving a small glass of sparkling water alongside a shot of espresso, meant to cleanse the palate and enhance the coffee's flavor.

To bring this idea to life, Waterloo has announced an innovative partnership with The Bagel Nook, a national chain known for its creative breakfast offerings. The collaboration will introduce a “Sidecar Set,” featuring Nook Coffee Espresso paired with one of Waterloo's three new sparkling water flavors. Going a step further, the partnership will also debut three limited-edition bagel creations, each inspired by the flavor profiles of Banana Berry Bliss, Melon Medley, and Lemon Italian Ice. These special menu items are slated to roll out at The Bagel Nook locations nationwide later this month, providing a tangible and tasty entry point into Waterloo's vision for the morning.

“With fans rising early to watch Team USA in Italy, we think it's the perfect time to encourage consumers to Wake Up With Waterloo,” said Kathy Maurella, Chief Marketing Officer at Waterloo, in a press release. “We can't wait for fans to try these morning-inspired flavors and crush the day!”

This campaign taps into a broader consumer trend of seeking healthier, sugar-free options to start the day. As health consciousness continues to rise, many are looking to reduce their intake of sugary juices and high-calorie coffee drinks, creating a market opportunity that Waterloo is keen to capture.

A Strategy of Flavor and Fan Service

While the morning campaign is a new marketing direction, the product launch itself builds on Waterloo’s established reputation for aggressive flavor innovation and responsiveness to its customer base. The most telling example is the return of Lemon Italian Ice. Initially launched last summer as a limited-time collaboration with celebrity chef Guy Fieri, the flavor quickly developed a cult following. Described as a “sun-drenched rush of lemony sour and sweet,” its success prompted a vocal consumer demand for its return.

By making Lemon Italian Ice a permanent, year-round offering, Waterloo demonstrates a commitment to listening to its audience, a strategy that can build powerful brand loyalty. This move showcases the direct influence of consumer feedback on a company's product portfolio.

Alongside this fan-favorite, the two new flavors push the brand’s creative boundaries:

• Banana Berry Bliss: A creamy blend of ripe banana and sweet berry with a hint of orange tartness, designed to evoke the experience of a morning smoothie.
• Melon Medley: A refreshing combination of sweet watermelon, juicy cantaloupe, and cool honeydew, marketed as an effortlessly refreshing, spa-like experience.

These unique profiles are central to Waterloo's strategy for standing out. “With our flavor innovation, we continue to push the limits on flavors and differentiate our brand in this increasingly competitive category,” stated Waterloo CEO Jason Shiver. This dual approach—honoring fan demand while simultaneously introducing novel concepts—allows the brand to both solidify its base and attract new, curious consumers.

Bubbling Up in a Crowded Market

Waterloo's latest moves are set against the backdrop of a booming but fiercely competitive sparkling water market. The global market, valued at nearly $48 billion in 2025, is projected to grow at a compound annual growth rate (CAGR) of over 6% in the coming years. This growth is fueled by a mass consumer migration away from sugary sodas.

In this environment, differentiation is key. While competitors like Spindrift focus on using real squeezed fruit and have even ventured into functional beverages with added vitamins, Waterloo has doubled down on what it calls “full-flavor artistry.” The brand's focus remains on delivering authentic taste experiences using Non-GMO Project Verified natural flavors without any calories, sugar, or sweeteners. This commitment to a clean label and robust flavor is its primary weapon in a market crowded with giants like La Croix and PepsiCo's Bubly.

The company’s claim of growing “three times the category” in 2025 suggests this strategy is paying off, driving what Shiver calls “incrementality for our retailer-partners and excitement among consumers.” The brand's expansion into a vast network of retailers—including Walmart, Target, Whole Foods, Kroger, and Aldi—further supports its claims of leading in distribution growth.

For consumers looking to try the new flavors, Waterloo has also developed a series of mocktail recipes, such as the Banana Berry Bliss Colada and Cucumber Melon Spa Refresher, encouraging versatile use beyond sipping straight from the can. The new flavors are rolling out nationwide over the coming weeks, ensuring broad availability for those ready to wake up with Waterloo.