Retail / news
Hint Rolls Out Dessert-Inspired 'Treat Yourself' Water Pack
Hint is launching a limited-edition Treat Yourself variety pack of zero-calorie waters flavored after desserts, betting that sweeter, indulgent profiles will draw younger and first-time buyers. The pack follows a successful summer release and has already drawn a waitlist of more than 8,000 customers.
The Treat Yourself pack spans four dessert-style flavors: Key Lime Pie, Strawberry Cupcake, Berry Cobbler and Pineapple Whip. Each carries zero calories, zero sugar and zero sweeteners, a combination the brand markets as a guilt-free indulgence.
The launch builds on Hint's summer experiment. The brand brought back its Star Spangled variety pack after sales beat expectations the previous year, offering Orange Vanilla Swirl, Cherry Berry Burst, Lemon Zest Freeze and Rainbow Sherbert. That pack became Hint's top-selling item on Walmart.com and moved up Amazon's sales ranking for the brand, prompting the company to keep it on the market year-round despite its summer theme.
Treat Yourself is now stocked at select Walmart locations, on Hint's own website and on Amazon. The company plans to add more retail doors in the new year.
Interest has been building ahead of the rollout, with the pack generating a waitlist of more than 8,000 customers on Hint's direct-to-consumer site over recent weeks.
Allison Cullman, Hint's head of marketing, said shoppers are increasingly gravitating toward sweeter flavor profiles that feel more joyful and serve as a small treat during the day. She noted that nostalgic flavors are also gaining traction through social media, adding that Hint is reworking those references in a fresh way.