CNBC reports that PepsiCo “has launched ‘bubly,’ a new flavored sparkling water that the company said has an ‘upbeat and playful sense of humor to shake up the sparkling water category’ while not including artificial flavors, sweeteners or calories. The new drink became available this month, with eight flavors: limebubly, grapefruitbubly, strawberrybubly, lemonbubly, orangebubly, applebubly, mangobubly and cherrybubly.”

According to the story, “The introduction of bubly comes one year after PepsiCo launched it premium bottled water LIFEWTR, and furthers the company's commitment to its water portfolio.” Analysts say it is "the most direct attack yet" on popular flavored sparkling water brand LaCroix.”