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Coca-Cola introduces low-calorie Glacéau Vitaminwater10
The Coca-Cola Company has introduced a low-calorie line of Glacéau Vitaminwater for health-conscious consumers worried about enhanced bottled water products laden with calories.
The name of the lower-calorie beverages – Vitaminwater10 – refers to the calories in each 8oz serving, and compares with 50 calories in an 8oz serving of the regular varieties of Vitaminwater.
The drinks are naturally sweetened with Truvia, a sweetener made from the stevia plant and produced through a joint venture with ingredients specialist Cargill.
Launched earlier this month, the low-calorie range is available in four flavour versions:
- XXX (acai, blueberry and pomegranate)
- Essential (orange)
- Energy (tropical citrus)
- Multi-v (lemonade).
Certain variants are also available in 16oz and 20oz formats.
Coke will spend an estimated $40m to $50m on a campaign to introduce Glacéau Vitaminwater10. The campaign includes ads on television, in print, online, outdoors and in mass transit. There will also be signs in stores, events and promotions.
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