The Coca-Cola Company has expanded its Vitaminwater line with two new flavours, featuring 20 calories each and fortified with vitamins C and B.
Vitaminwater Fire is said to have a spicy watermelon lime taste featuring a touch of jalapeno and habanero flavours that create a “slight tingling sensation”.
Meanwhile, Vitaminwater Ice, which is positioned on the other side of the taste spectrum, boasts blueberry and lavender flavours that deliver a “cooling effect”.
Coca-Cola said the new variants are the latest examples of the company listening to consumers and innovating to offer beverage choices that satisfy a variety of changing tastes and lifestyles.
“When Vitaminwater first launched in the early-2000s, the brand broke the monotony of bottled water with flavour, colour, vitamins and fun,” said Natalia Suarez, Vitaminwater associate brand manager.
“With Vitaminwater Fire and Ice, we continue to excite taste buds with original flavours and unexpected sensory experiences our fans want.”
A marketing programme, including a TV commercial debuting in April and an in-store merchandising campaign, will support the launch. The beverages are now available in the US.
The release comes a week after Coca-Cola boosted its Odwalla portfolio with Smoobucha, a new beverage line that is said to blend the taste of smoothies with pasteurised kombucha.
Available in three variants – citrus and guava, berry and ginger, and apple and greens – the functional line includes 500 million colony-forming units of ‘good’ bacteria and is said to be an excellent source of fibre.
In February, Coke added to its Simply Beverages portfolio with Simply Smoothie, a three-strong range of ready-to-drink fruit smoothies.
© FoodBev Media Ltd 2020
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