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Brand Awareness

Your favourite products may not be what they seem

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Turns out that Coca-Cola also owns Glaceau, the company once known for its "fresh new approach to bottled water that is inspired by nature and enhanced by science." Glaceau is the maker of Vitamin Water, Fruit Water, Smart Water and Vitamin Energy - all bottled waters that are adorably marketed and loaded with sugar. It's no wonder Coca-Cola was slapped with a lawsuit in 2006 for making deceptive and unsubstantiated health claims in its Vitamin Water marketing strategies; they are selling glorified sugar water.

As for bottled water, egads! That's a whole article in and of itself. The scourge of bottled water, of course, is an environmental disaster on many levels, as corporations have moved in to take control of water local supplies, while some of the same companies and their mega advertising budgets have created a giant market for bottled water, with enormous waste from plastic bottles and giant carbon foot prints as water is shipped over many thousands of miles from Fiji for example, or Italy, when pretty much no bottled water is needed. Frequently, tap water is of higher quality and more closely tested than bottled water.

And as Michael Blanding notes on AlterNet, "Many times bottled water is tap water. Contrary to the image of water flowing from pristine mountain springs, more than a quarter of bottled water actually comes from municipal water supplies. The industry is dominated by three companies, who together control more than half the market: Coca-Cola, which produces Dasani; Pepsi, which produces Aquafina; and Nestle, which produces several "local" brands, including Poland Spring, Arrowhead, Deer Park, Ozarka and Calistoga. Both Coke and Pepsi exclusively use tap water for their sources, while Nestle uses tap water in some brands.

The Breakfast Nook

Over in the breakfast aisle, my friend was a bit apoplectic when we learned that the "super healthy" Kashi cereals, the favorites of millions of healthy breakfast eaters, was bought in July 2000 for an "undisclosed sum" by Kellogg's, the 12th-largest company in North American food sales, according to Food Processing. I picked up a box of Kashi's "Go Lean Crunch" and searched every word; not one mention of the fact that Kellogg's owns them. That change was really below the radar. In 2004, Kraft Foods, known for processed cheeses and Kool-Aid, bought the natural cereal maker Back to Nature. Kraft is a subsidiary of Altria, which also owns Philip Morris USA, one of the world's largest producers of cigarettes.

According to the New York Times , "Many of the alternative cereal brands are owned by larger companies, including Kellogg and General Mills."