ew, the chef-founded sparkling water brand, launched what it says is the UK's first pickle-flavoured sparkling water on 1 July — briny dill, cucumber notes, a tangy finish, with no sugar, sweeteners or calories. It's £1.69 a can, exclusive to Planet Organic and the brand's own site first, with a wider grocery rollout on Ocado from August. A few years ago, that product doesn't get past a tasting panel. It certainly doesn't get a listing and a retail partner.
Savoury has moved out of the novelty tier. Brine, vinegar and cucumber are now flavours people will pay for in a drinks fridge. Buyers are describing growing curiosity around bold, unexpected tastes, and for brands, being odd is starting to look like less of a risk than being ignored.
The open question is what happens after the first can. Curiosity buys a trial. It doesn't build a repeat. Whether it now settles into the category or clears the shelf by autumn tells you something about how far taste has actually shifted, rather than how far marketing has.
Would you buy a second can?