In 2004, the Coca Cola Company tried to launch "Dasani", in the UK. Dasani is tap water run through a de-ionizing plant, after which flavoring is added. They were laughed out of the business.[1] Not only did Coca Cola not try again, they gave up on launching in France and Germany. Now that was a humiliation.
An even worse failure was Odwalla's "Killer Juice". Odwalla made a big deal about their juice being "natural" and not pasteurized. Then they had a contamination problem. One person died, 66 sick, sales down 90% afterwards. The company was eventually acquired by the Minute Maid unit of Coca Cola. All product is now pasteurized.