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LaCroix Cake At Whole Foods Proves Hipster Obsession With Sparkling Water Has Gone Too Far

By Shaunee Flowers
Published on: 09:25 PST, Aug 12, 2016

What is your favorite LaCroix flavor? The sparkling water craze has taken off as many hipsters have embraced the cool, refreshing taste of the no-sugar soda substitute. However, the recent discovery of a LaCroix cake at Whole Foods stores has some thinking that this new sparkling water trend has gone too far.

For those who may have missed the memo, LaCroix sparkling water has been around for ages. Just recently, the beverage brand has seen a surge in sales and popularity among certain groups who claim that LaCroix is not only better for you than soda, but that it is more delicious as well. Whether the delicious part is true or not really depends on each individual drinker. Some have tried the unsweetened beverage and weren’t as impressed as others.

As proof that LaCroix is now more popular than ever, Eater recently reported that a LaCroix cake was spotted in the cooler section at a bakery in the Williamsburg Whole Foods market in Brooklyn, New York. The cake in question is the same size, shape, and color as a 12-pack of LaCroix sparkling water.

Despite the unusual design of the new Whole Foods cake, there are reports that it doesn’t actually include LaCroix sparkling water as one of the ingredients. It’s unclear if the trendy cake is also lime flavored like the box it represents or if that’s all just part of the design.

In addition to the LaCroix cake, the Whole Foods bakery department also had plenty of cupcakes on hand. They were designed as different-colored and assumedly different-flavored cans of LaCroix. The irony of these trendy baked goods is that all these sugary treats can be washed down with a very non-sugary sparkling water beverage of the same name.

So what is LaCroix and where did the beverage come from? According to their very own website, the sparkling water brand hails from Wisconsin and is distributed by Sundance Beverage Company. They experienced a huge upsurge in sales back in the mid-1990s during a widespread recall of the Perrier brand.

There are several different flavors of the sparkling water brand as well as three different types of LaCroix for sparkling beverage connoisseurs to enjoy. It all started with the basic sparkling water and the beverage company has since branched off to add LaCroix Cúrate, which is supposed to have a much bolder flavor while still remaining both sugar and calorie free. They also offer LaCroix NiCola, which is pretty much what it sounds like. NiCola is a soda alternative for those who want a sugar-free, calorie-free cola flavored beverage that is free from artificial sweeteners.

Despite looking like it has French origins and should be pronounced “La Cwah” like any good French student would remember, the sparkling water beverage has differentiated itself by pronunciation as well. The website’s frequently asked questions makes it clear that LaCroix is pronounced “La Croy.”

As with most everything else hipster, LaCroix products claim to be vegan-friendly, gluten-free, and Kosher as well. The drinks do not contain phosphoric acid like most sodas and are also free from sugars and other additives. LaCroix sparkling water differentiates itself from popular seltzer waters like Clearly Canadian and others because they are not sweetened with sugar or anything else and only contain natural flavors.

It seems that this new surge in popularity for LaCroix sparkling waters came about as consumers searched for a healthier alternative to soft drinks and didn’t want to get bored with plain old water. Now, the hipster trend has gone so far that Whole Foods is decorating their cakes as 12-packs of the product and even sell single cupcakes decorated in LaCroix’s honor. Has it all gone too far? How long can this craze for LaCroix possibly last?

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