New WaveWater stores that cater to budget-minded, health-conscious families are making a splash.

Fredrick Bozin's product has no taste. And that's justfine: Tastelessness is, to him, the very point--although hisproduct is also pure, economical, and usable in every household inhis selling area.

What's Bozin selling? Try water. That's right; theinventory at his Watermarket store in Fallbrook, California,consists of gallons of clear, clean, inexpensive water. While otherentrepreneurs try their hands at new, cutting-edge products, Bozinand a groundswell of water retailers like him are selling a productas old as the hills.