Coca-Cola has launched a new range of Vitaminwater performance drinks, with nutrients to help athletes refresh and refuel.
Vitaminwater Active features a level of hydration found in sports drinks as well as electrolytes from natural sources, including coconut water and sea salt. The drink is naturally sweetened with cane sugar and is rich in vitamins C and E – both antioxidants – plus 100% of the recommended intake of vitamins B5, B6 and B12.
The drinks will be available through limited convenience and grocery retail locations until the end of the year – including listings with 7-11, Target and HEB.
A full US-wide rollout will then follow in 2018.
Ami Mathur, group director for the Vitaminwater brand for Coca-Cola, said: “Vitaminwater Active is the performance drink for the rest of us. We’re here to hydrate those who appreciate the fun side of fitness, not necessarily those who live for a competitive sport.
“Vitaminwater has always been a brand that doesn’t take itself too seriously, so we are going to have a lot of fun getting Vitaminwater Active out there to our fans who have been asking for it. We’re just getting started and can’t wait for everyone to see what we have planned for our national rollout next year.”
The new brand will complement Coca-Cola North America’s existing sports drink portfolio, which includes Powerade and Honest Sport.
It will also join the broader range of Coca-Cola’s enhanced waters, including the core Vitaminwater range and Glacéau Smartwater – the brand of vapour-distilled bottled water with added electrolytes.
The new Vitaminwater Active range will be available in flavours such as lemon-lime, strawberry and black cherry, and orange and mango. Each 15.2oz bottle contains 100kcal.
Its launch comes after Lucozade Ribena Suntory introduced a new functional product called Fitwater as part of its Lucozade brand. The drink includes minerals such as magnesium, calcium, sodium and chlorine that the company said would help athletes ‘electrolyse their exercise’.
© FoodBev Media Ltd 2022
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