By now you have probably seen the ads for MiO Liquid Water Enhancer, Kraft Foods' new gimmick aimed at young consumers seeking "cool" new ways to stand out among their peers. Leave it to the food and beverage industry to find a way to turn your perfectly healthful water into a mixture of toxic chemicals. This latest craze has you squeezing brightly colored flavor drops into your water from a cute little purse-sized bottle, and watching the mesmerizing nebula of color diffuse slowly into the clear water.
Very clever… a science experiment you can drink.
The market has been flooded with "functional waters," fortified (supposedly) with everything from vitamins and minerals to electrolytes, oxygen, fiber, and even protein. Supermarket beverage aisles can entice you along a virtual sea of beverage choices—energy drinks, vitamin waters, fitness waters, and sports/electrolyte concoctions in every imaginable color and flavor.
You can even buy a bottle of water infused with positive affirmations, said to "raise the consciousness of humanity" (Aquamantra). Or how about this one—bottled water fortified for your dog, called FortiFido?
But if you take a closer look at the labels, you'll discover they're spiking your punch with a lot of unsavory ingredients, many capable of wreaking havoc on your metabolism, hormones, and other physiological processes—and some of which are outright carcinogenic.
If you aren't already a label reader, it's time you became one, lest you fall prey to these clever marketing ploys.
Flashy labels, pretty colors, and seductive scents are not always harmless to your health—but they are incredibly alluring, especially to kids. Your child will be drawn in like an Emu to dangly earrings. So what's in this cute little bottle of liquid "water enhancer" with the equally cute name?
Learn more here.
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