What is the 'essence' or flavor in LaCroix's wildly popular drink?

Nutritionist Maya Feller appears live on "GMA" to discuss the popular sparkling water as many are curious what makes the billion-dollar brand so successful.
3:16 | 09/15/17

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Transcript for What is the 'essence' or flavor in LaCroix's wildly popular drink?
And now to all the buzz about the bubbly drink Lacroix. Sales of sparkling water are booming so the Wall Street "Went on a mission to find out exactly what is in the essence making that brand so popular. From talk show hosts. Do what I do and bathe in Lacroix sparkling water. Reporter: To clothing lines and music videos. Simple on Lacroix you know it brings you joy ??? Reporter: Lacroix sparkling water is a cultural phenomenon with leaguens of loyal fans. It's bubbly and lively and maybes you feel bubbly and lively. Reporter: Infused with essence. What's essence? Well, the company advertises to calorie, no sugar, no sodium, a drink that contains only natural flavors. The essence, I don't know. I don't know what the essence is. Well then it's flavored naturally with real fruit. Is that right?- Reporter: Rob Copeland from "The Wall Street journal" became so obsessed with figuring out the essential truth of essence. Lacroix said what's in our product is essence and essence is feelings and aroma and sensory effects. That's not generally what you think of as in your beverages. Reporter: According to the parent company, national beverage corp, who share whose shares are up 139%, Lacroix's essence is not just a marketing ploy but a core product element. Take me into the factory and show me what an essence is. Reporter: Ultimately that won't stops fans even if they don't know what essence is. It's really good. You should try it. Let's bring in nutritionist Maya feller with more. I have to have a full disclosu disclosure. I have a complete refrigerator with it full. I buy a case every Saturday. I got several. What is the fda say about essence. The fda doesn't address the Lacroix waters' essence specifically but says companies can use the word when describing flavoring constituents derived fruit and vegetable juices and spices. So for those people, crazy people who haven't tasted Lacroix, explain what the taste of essence is. So, it's kind of like a flavoring of so let's say you are a having, for example, you know, lemon Lacroix, it's like a flavoring of lemon. It's a hint of lemon. You want to try? Sure. Let's see. I mean I've definitely had lemon Lacroix. I'm going to go ahead and open one up since we both love it so much. Oh. Fans here. We love this. We love it. And I mean I got my kids -- I actually have to limit it because they're all gone. I've never had it. You never had it. No. Wow. It's so good. It's really crisp. Doesn't taste like it's an art fishlg flavor. It's real. That's the thing that's so good about it. You can do this at home if you want to take sparkling water and make your own essence. So what I say is if you're going to make your own essence, take lemon and squeeze it into a little bit of sparkling water. Right. And then just, you know, maybe it'll be the same. Let's see. Let's see. "Gma" brought to you by

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