Coca-Cola North America is launching a new flavoured sparkling water brand called Aha, in an attempt to strengthen its position in the high-growth flavoured water segment.
Aha will come to market in March 2020, offering eight flavours of sparkling water in aluminium cans, as the company aims to offer “unexpected yet accessible flavour pairings” in vibrant packaging as a way to stand out in a category which is growing at double-digit rates.
The initial eight flavours in the range are: Lime + Watermelon, Strawberry + Cucumber, Citrus + Green Tea, Black Cherry + Coffee, Orange + Grapefruit, Apple + Ginger, Blueberry + Pomegranate and Peach + Honey.
Each flavour is calorie and sodium-free, and all flavours will be available from major US retailers in multi-packs of 12-fl.-oz. cans and in 16-fl.-oz. individual cans.
The introduction of Aha marks Coca-Cola North America’s first major brand launch since 2006, and intends to capitalise on the growing consumer preference for drinks which are low in sugar and calories.
According to market figures from Nielsen, retail sales of Coca-Cola North America’s sparkling water portfolio – which included brands such as Smartwater Sparkling and Dasani Sparkling – grew 27% in 2018.
Aha will replace Dasani Sparkling at retailers, which has been on the market since 2014.
Celina Li, vice-president, water at Coca-Cola North America, said: “As the largest and fastest-growing part of the water business, mainstream flavoured sparkling water is a segment we know we must double-down on.
“AHA is our big-bet brand in this big-bet category.”
Julie Siwemuke, sparkling water director, Coca-Cola North America added: “There are unmet needs for consumers in the category today, both for those who don’t drink sparkling water regularly today and for those who do.
“When shoppers browse the sparkling water aisle, they’re looking for interesting and approachable flavours that offer a refreshing treat. They’re also drawn to fun, colourful brands with personality.
“Our partners told us, ‘We don’t need yet another lime- or berry-flavoured sparkling water. We need something fresh and new that can help grow the category’.”
© FoodBev Media Ltd 2019