Be Like MiO: Coke Trademarks Dasani Drops

Watching a small but well-distributed rival create share in a market white space without responding isn’t on the menu at Coca-Cola, apparently.

The CSD giant has filed a trademark for Dasani Drops, defined under Goods and Services as “Concentrates and syrups used in the preparation of soft drinks; syrups for beverages.”

The revelation was first reported by the Wall Street Journal in a story on Kraft Foods’ new emphasis on its beverage business as a way to spur growth — according to the story, Kraft believes it can pull double-digit growth out of the $1.5 billion division, and innovative products like MiO can help. Introduced last year, the little capsule of water enhancement passed $100 million in sales, according to the WSJ.