Amazon and Whole Foods aren’t the only ones challenging LaCroix. Pepsi in February introduced Bubly, a zero-calorie sparkling water in eight flavors that, with its brightly colored cans and modish slogans (“Hey u,” “hiii”), is an obvious play for the LaCroix consumer. Sparkling water is also one of the fasting growing product lines for Coca-Cola, which sells flavored seltzers from brands Dasani, Smartwater, and Topo Chico. Coca-Cola’s sparkling water portfolio grew more than 20% by volume in North America in 2017.

Whole Foods’ 365 seltzer line was in the works before the Amazon acquisition, a spokesman told Quartz. Late last year, Whole Foods named sparkling water as a “top food trend” for 2018.

“Some people say LaCroix was the peak of seltzertopia,” Joseph said. “When we see things like Bubly from Pepsi and this from Amazon, it’s clear that we’re just moving up toward the next stage of the national battle over flavored seltzer.”

Additional reporting by Elijah Wolfson.

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