Can artichoke water emulate the meteoric success of coconut water? Or is Arty Water - an intriguing mix of artichokes, mint and pandanus leaf sweetened with monk fruit and blue agave - too niche to be a hit in the ultra-competitive beverages aisle?
Not surprisingly, its founder and CEO Dr Howard Ketelson - who has a PhD in chemistry - reckons he is onto a winner with Arty Water, although he acknowledges that overcoming the initial "yuck" factor some consumers associate with a vegetable water will be a challenge.
But for every person that takes to Twitter to say, ‘Why on earth would I drink that?’ another person will think, ‘I wonder what that tastes like,’ says Dr. Ketelson.
“How many different types of coconut water can you have? This is disruptive technology. Anyone can come out with a new product if they have enough money, but you have to ask does it add value, does it taste good and does it have a good brand?”