It’s not a new idea, but nevertheless an interesting move for Coca-Cola, as its newest flavour experience won't come in a can or a bottle – it will be squeezed into water for 'instant fruity flavour'.
Dasani Drops are due to hit the shelves across the US in early October and it’s clear that Coca-Cola is expecting to squeeze plenty of growth out of the idea.
According to Kraft, MiO sales through the first half of the year have more than doubled to over $100m. The name ‘MiO’ means ‘mine’ in Italian, suggesting users can make drinks however they like.
Of course, the drops are designed to boost water consumption, and with the Dasani branding, Coke will be hoping that the water in question is Dasani, which has already seen sales volume rise 13% in the first half of the year, according to Beverage Digest. But these handy, pocket-sized flavour enhancers will also be making the water from the tap or the water cooler 'more interesting' for many.
And then, there's another and perhaps more interesting question. Flavoured water is already a big deal for Coke. In fact, Vitaminwater probably represents its biggest deal so far, and Dasani is already available in four flavoured variants: lemon, strawberry, grape and raspberry. So, there has to be a question as to what sort of threat Dasani Drops will pose to Coca-Cola’s existing zero-calorie flavoured and functional water brands.
Bill Bruce is group editorial director of FoodBev Media and editor of Water Innovation magazine.
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