retail news in context, analysis with attitude

by Kevin Coupe

Now, even the water we drink may be connected to the Internet.

The Washington Post has a story about a new “electronic smart bottle called LifeFuels that he hopes will do for hydration what Fitbit has done for walking.”

LifeFuels, the story says, “uses cartridges to shoot peach, citrus or blackberry-acai flavoring, as well as vitamins and minerals, into its smart water bottle. The bottle syncs to an iPhone app to enable you to record your intake of fluids and nutrients such as potassium and sodium.”

Yikes.

The story says that “LifeFuels comes nicely packaged in a box that includes the 16.9-ounce bottle, a rechargeable base, an electric charger and an initial supply of three flavored fuel pods. There’s also a series of slick online videos with instructions.” It is being sold direct-to-consumer for the moment, and the company believes that “the key to its success will be selling subscriptions to people so that they buy the pods on autopilot — at $9.99 a pod, or about 33 cents a serving — thus creating a stream of recurring revenue.”

The concept, the company argues, will appeal to people who want more data about how they live their lives as well as interested in sustainability: “At $179 a bottle, you aren’t going to cast the LifeFuels vessel into the trash. It should last for years and appeal to anyone who is against single-use plastic stuff.”

I’m not sure I’m ready to buy this thing, but I never say never … because when I do, that’s when I get proven wrong by an Eye-Opener.
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