On a more serious note, I googled the term, and found it used to refer to things like pre-made iced tea and bottled water as far back as 1994! These days it also seems to include energy drinks, sports drinks, etc. Which is pretty much what I saw in that aisle.

Basically, anything that’s not soda, juice, or booze.

I still don’t understand the terminology, though—these are about as “new age” as french fries are French.

Would someone send me a copy of that memo?