The demand for healthier beverage options has led pioneers like Yanni Hufnagel to start including nutritional information on product packaging. The organic lemon juice-infused Lemon Perfect bottled water was created in 2017 by Hufnagel, a former college basketball coach.
Hufnagel claims that his 5-calorie, sugar-free lemon water will be worth $5 billion. Current bids for the company consistently exceed $100 million from interested investors.
It’s not impossible to imagine having a value of $5 billion. Coca-Cola paid $4.2 billion in cash to acquire Vitamin water and its parent company Glacéau in 2007. Fortune Business Insights predicts that the global market for available water will increase from $13.8 billion in 2021 to $22.97 billion in 2028.
Despite Hufnagel’s desire for Lemon Perfect to be as successful as industry giants, he is unwilling to raise prices above $1.99 per bottle. This is why he advocates for the accessibility and non-exclusive nature of Lemon Perfect.
He promised a “revolution” in the water industry during an interview on BevNET’s Taste Radio with Ray Latif. It’s essential to “play the price game” if you want to be successful.
As a result of the improvement in water quality, the market is flooded.
Soda consumption is widespread among Americans. Sodas may relieve your thirst and boost energy, and they’re easily accessible, inexpensive, and versatile (through sugar, caffeine, or both).
But in recent years, Americans have learned the harmful effects of their dependence on the sugary, glittery substance the hard way. Sugary foods and drinks have been linked to increased obesity and type 2 diabetes. The results show that sugary drink consumption is the primary cause of obesity in the USA and worldwide.
An “enriched water” industry, including Lemon Perfect, developed in response to the health problems connected with sugary drink use according to Yanni Hufnagel. Customers have had access to market leaders like Bai, Hint, and Vitaminwater for years, offering customers an alternative to soda containing water with beneficial ingredients. Bai is made from the coffee fruit, which is fortified with caffeine at the cost of only five extra calories per drink. The coffee fruit has been used in supplements for a long time to protect cells from free radical damage that can lead to chronic diseases in humans because of its significant levels of antioxidants.