Environmental groups including the Natural Resources Defense Council generally discourage drinking bottled water because of resources required to source, bottle and ship the water, not to mention the impact on the waste stream.
Resource is being aimed primarily at “a woman who is a little more on the trendy side and higher-income side, and the bull’s-eye is 35 years old,” Mr. Cooper said.
New print ads show the bottle in lush woodland settings, and highlight “100 percent naturally occurring electrolytes — for taste, never added” and that the bottle has 50 percent recycled plastic content.
“It’s more than hydration, it’s total electrolytenment,”
As for promoting electrolytes, David G. Schardt, a senior nutritionist at the Center for Science in the Public Interest, noted that Resource stopped short of explicitly claiming they benefit health.
“They’re trying to stay away from F.D.A. interference but it also allows them to leave it up to the consumer to imagine the benefits that might come from electrolytes,” Mr. Schardt said.
With the exception of distilled water, all water contains some naturally occurring electrolytes like sodium and potassium, he said, adding that the added electrolytes in sports drinks are necessary only for extreme exertion.
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