Blk Water: Water That’s Black

The newest water to hit the water shelf at your local water store is blk., a sludge-colored beverage that’s sludge-colored because it contains humic and fulvic (!) acid — each of which, per Wikipedia, is “commonly used as a soil supplement in agriculture, and less commonly as a human nutritional supplement.” So, the bottle is actually clear.

Blk. has connections to The Real Housewives of New Jersey, it’s supposed to balance your body’s acidity, and it’s available in a 24-bottle case for $55 on Amazon (and in select stores). Despite looking “like flat Pepsi or old coffee,” it supposedly tastes like regular water, which is hard to believe, although the Vital Juice crew conducted a taste test and apparently couldn’t tell the difference. Here’s a video of it in action.

“Make it sound/look gross” seems to be the reigning concept in beverage-marketing these days. Why?