PUR Flavor Options proposes a solution to the juice vs. water battle waged on playgrounds and in family kitchens on a daily basis. In an attempt to get an edge in the faucet-filter market, PUR filters now offers an option that allows parents to add zesty juice flavoring to their kids boring filtered water.


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How can one be certain that this product is geared at kids? In Rob Walker’s ‘Consumed’ column for the Sunday Times, Bruce Lux, Brand Manager for PUR, says as much. “Kids like flavor in whatever beverage they’re consuming,” says Lux. A statement which Walker correctly quips, “is not news to parents.”

PUR has been offering a great product in their conventional tap filters, and has even championed an initiative that ensures safe drinking water for impoverished children. But more recently, PUR and parent company Procter & Gamble, have enlisted a collection of moms to offer favorable lip service for the PUR Flavor Options product. On the P&G Vocalpoint website, one such mom expects readers to nod favorably when she states, “My son asked for the flavored water more than juice.”

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Though the PUR Flavor Options cartridges offer up to 75 servings of sugar-free, calorie-free and dye-free refreshment, Walker finds the notion of adding sucralose sweeteners and ‘fruit flavoring’ to filtered water a bit ludicrous, and compares it to the bad old days of Mr. Kool-Aid kicking his way into family kitchens.

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I agree, and would go a step further, imagining PUR’s next product: a carbonation attachment for your Flavor Options filter. That’s right, soda pop flowing right from your tap – oh, wait, someone already thought of that. I say stick with water. And if you want to add a fun element, consider this LED attachment that can also tell your kid when the water is too hot.

+PUR
+PUR Flavor Systems