A study featured on Evamor’s website concludes, “alkaline water may be a useful, risk-free adjunctive treatment for reflux disease.” Other studies confirm the notion that many foods and drinks alter our body’s pH to be acidic. Consuming alkaline water could counteract the acidity and restore balance to the body.
Dr. Mehmet Oz is also on board with the trend. The special water received a major endorsement when Healthcorps, the celebrity doctor's organization promoting healthy living among America’s youth, named Evamor water its official sponsor.
In New York, the Molecule flagship store offers treated, enhanced, and alkalinized New York City tap water; pHVibe sells alkaline water, alkaline water filters, and alkaline water-based spa treatments and snacks; and Santevia sells alkaline and enhanced water filtrations systems from its website.
Demand for alkaline water is already being met on grocer’s shelves. National food retailers Whole Foods and Wegmans stock Evamor among other brands. Evamor’s Michaels hints that soon, hundreds of green grocers supplied by New York’s Circle KO beverage distributors will also begin selling Evamor.
Molecule founders Adam Ruhf and Alex Venet identify with the healthy living aspect of the anti-acidic water trend, but they also sell water in ways that circumvent what Alex calls a “bottling business [that] is destructive to the planet.”
At Molecule, consumers get a refillable to-go glass of eight-times purified water for $2.30; for 92 cents more (with local taxes added, the price comes out to an even dollar), you get that same water treated to a pH of either 8.8 or 9.8. For a dollar more, you can add one of a variety of minerals, vitamins, or supplements.
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The extras add up, however. It's possible to spend $4.22 at Molecule for a single glass of water.
Molecule offers more economical and environmentally friendly options as well. The store will refill and deliver (by bicycle) a variety of containers within the neighborhood. If demand for customized water grows beyond their East Village orbit, Molecule might need to either discover an entirely green system of mass transport for their products or find a way to establish enough stores to meet demand, the company says. Otherwise, Molecule will have to choose between upholding its green initiative and turning down potential international clients (residents in uptown Manhattan and even a retailer in Brazil are interested patrons, according to Venet).
Other water purveyors are showing there's more than one way to grow a water business. Month-old startup pHVibe in Southampton sprouted from the idea of purified water and blossomed into a business that offers everything from organic snacks and sugar to alkaline water-based soaps and spa treatments. Manager and co-founder Taylor Florio already has big plans for the future; he expects locations to open up across the country within the year.
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