Watch Out, LaCroix — Whole Foods Is Selling Flavored Seltzer for 16 Cents a Can

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LaCroix is the Starbucks of sparkling water. It’s the fizzy juggernaut that opened the door to the carbonated water craze and made everyone crave seltzer 24/7, and now every other beverage company is racing to get a piece of the sparkling water market LaCroix created. LaCroix still wears the crown, but it might have reason to be nervous, because it looks like Amazon and Whole Foods are coming for it.

LaCroix is cold and refreshing and has great graphic design. It’s probably the only sparkling water brand a person might actually wear on a swimsuit. (I realize I might be in the minority on that one.) But a LaCroix habit can be expensive. The cheapest we’ve been able to find LaCroix in stores is 26 cents per can if you buy a 15-can box for $3.99 at Aldi, or 38 cents per can if you buy a 24-count box for $8.99 at Costco. If you drink four or five a day, or if you live with other people who also consume large quantities of sparkling water, that can add up.

Whole Foods has its own naturally flavored sparkling water under its house brand, 365 Everyday Value, and Delish reports that right now Whole Foods is selling its seltzer nationally for $3.99 for a pack of 12, and it’s a buy-one-get-one deal. That means 24 cans are $3.99, which brings the per-can price to just 16 cents. That’s pretty unbeatable.

Whole Foods’ sparkling water is available in five flavors: lemon, lime, orange, grapefruit, and “pure,” which is just plain sparkling water. According to Quartz, Whole Foods will be launching a ginger-flavored version in September.

The BOGO deal is only for Amazon Prime members using the Whole Foods app, but if anything can get people to put another app on their phones, it’s 16-cent sparkling water.

Would you try Whole Foods’ sparkling water?