YEW lands all four sparkling water flavours in Whole Foods Market

YEW Sparkling Water launched in Whole Foods Market, with all four of its flavours now stocked in the retailer's fridges.

The listing carries a neat symmetry for the founders Francesca Zampi spent eight years in New York, where trips to the Bowery Whole Foods first got her hooked on flavoured sparkling water, while co-founder Jesse Jenkins hails from LA. "It's a store I've discovered so many new brands, ingredients and flavours in, so it's cool to see all four flavours in the fridge," said Zampi.

YEW pitches itself as sparkling water "with a splash of something good," leaning on a deliberately short ingredient list: zero sugar, zero sweetener, calorie-free and nothing artificial, with aroma and character doing the work. The Whole Foods placement puts the young brand alongside the kind of better-for-you labels it is positioning against, in a channel known for launching challenger drinks.