Organic drink: Y Water in toy-like packaging

Y Water The certified organic drink, called Y Water, is scheduled to be introduced early next year at Whole Foods Market It comes in four varieties, each with a mix of flavors composed of ingredients such as coriander or black carrot juice along with a dash of calcium or zinc.

If you manage to get a finicky kid to take a few swigs and finish the bottle, the packaging can then be re-used as a toy: special connectors allow a child to stick Y Water bottles together to form Lego-like constructions. "It is exotic," says Thomas Arndt, founder of the Los Angeles private startup Y Water, about the beverage-cum-toy, which will cost a hefty $1.69 for a 9-ounce bottle. "But it is unique," he adds. "It enriches the fantasy life of a kid. They start guessing what's in it."

[via Business Week]