Drink Up? Gwyneth Paltrow's Goop is Now Promoting Alkaline Water 'Flow'
Gwyneth Paltrow's lifestyle brand Goop has promoted a slew of wellness trends that you either love or hate, from vaginal steaming to a goat milk parasite cleanse. Her latest obsession? Alkaline water.
According to JustJared, the actress was spotted trying out Flow Alkaline Spring Water’s Augmented Reality Grocery Experience at ExpoWest, a huge natural-products expo in Anaheim last week.
She even posted a pic of herself alongside Flow's CEO, Nicholas Reichenbach, on Instagram.
“Was totally amazed walking around #expowest natural foods show this morning. It’s heartening to see consumers shaping the market towards natural food, drink, beauty and a plethora of other categories,” She captioned the Instagram post. “My fave had to be CEO @nicholasreichenbach showing me the @flow water superhero photo booth.
And apparently there's good reason for her interest. The website reports Goop has partnered with the brand, which means the alkaline water will be flowing at Goop Labs, offices, and at its In Goop Health conferences in New York, L.A., and London.
So what gives about alkaline water? Is it really that much healthier than regular water?
The alkalinity of water is measured on a pH scale, which runs from 0 (the most acidic) to 14 (the most alkaline), with seven in the middle as neutral. The idea behind alkaline water is that less acidic than regular tap water, and is said to be rich in alkalizing compounds, including calcium, silica, potassium, magnesium, and bicarbonate.
Proponents of alkaline water claim it boosts immunity, increase energy levels, helps with bone density, and even reduces the risk of cancer.
However, the science behind alkaline water doesn't do much to back up these claims.
A 2016 review on the association between dietary acid load, alkaline water, and cancer found no correlation between consuming alkaline water and reducing the risk of cancer.
Furthermore, while the water has been shown to reduce acid reflux and high blood pressure, there is little evidence to prove that it neutralizes acid in the bloodstream nor has it been proven that it detoxifies the body better than regular water.
Also, alkaline water tends to be pricey. For example, a six-pack of 1L Flow water will run you $13.99 while a case of 12 costs $17.99. That could add up quickly if you want to stay hydrated daily.
So what say you? Will you hop on the latest trend, or will you let this 'flow' by you?
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