The Coca-Cola Co. Inc. has once again extended the Dasani brand name to a new line of products and today introduced Dasani Sparkling, a five-SKU line of naturally flavored, unsweetened and lightly carbonated waters.
Dasani Sparkling comes a year after Coke made its debut in liquid water enhancers with the launch of Dasani Drops, and follows other brand extensions including Dasani Flavors and the discontinued Dasani Plus, a line of vitamin-enhanced flavored waters. Featuring a variety of packaging options, including a 12 oz. can and 20 oz. PET bottle, Coke will roll out Dasani Sparkling in select outlets beginning in December, and launch the brand nationally in February 2014, according to a statement from the company.
The announcement of the new brand comes amid a whirlwind of activity in the enhanced water category, particularly among launches of flavored sparkling waters, most of which have followed in the mold of artificially sweetened, Sparkling ICE-type products. While Dasani Sparkling features an all-natural formulation and appears to be more likely to challenge carbonated offerings from Poland Springs and Lacroix than Sparkling ICE, the timing of the launch is noteworthy considering sustained declines in Americans’ consumption of soda and highly-sweetened beverages.
Here is Coke’s press release about Dasani Sparkling:
Make Your Day Sparkle with New DASANI Sparkling
DASANI® Sparkling offers a splash of refreshing fizz
ATLANTA–(BUSINESS WIRE)–Your day just got a little bubblier! America’s favorite water brand introduces DASANI Sparkling Water Beverage – a refreshing way to help fulfill your hydration needs- with water, a hint of flavor, and bubbles.
DASANI Sparkling is unsweetened, has zero calories, is lightly carbonated and infused with natural flavors. The new product offers crisp, clean refreshment at any time of the day. DASANI Sparkling comes in four great-tasting flavors: Lime, Lemon, Berry and Apple as well as an unflavored variety.
DASANI Sparkling is the latest innovation from the DASANI brand, complementing previous initiatives that include flavored DASANI DROPS and PlantBottle® packaging.
“DASANI drinkers are looking for ways to stay hydrated throughout the day. Now we’ll be able to offer them another fun, tasty, unsweetened option to ‘Drink Up’” said Mary-Ann Somers, Vice President, Water, Tea and Coffee for the Coca-Cola North America Group.
Somers recently joined the Partnership for a Healthier America to celebrate the launch of the Drink Up initiative. DASANI is supporting Drink Up to encourage people to drink more water. DASANI Sparkling offers more reasons to enjoy a delicious, refreshing water beverage on any occasion.
DASANI Sparkling will begin appearing in retail outlets in December 2013, with a national launch scheduled for February 2014. It will be available in a 12-fl. ounce 12-pack, 12 fl. ounce 24-variety pack for Club, and in PET PlantBottle (made with up to 30 percent plant-based materials) in 20 fl. ounce and 1 Liter.
About The Coca-Cola Company
The Coca-Cola Company (NYSE: KO) is the world’s largest beverage company, refreshing consumers with more than 500 sparkling and still brands. Led by Coca-Cola, one of the world’s most valuable and recognizable brands, our Company’s portfolio features 16 billion-dollar brands including Diet Coke, Fanta, Sprite, Coca-Cola Zero, vitaminwater, Powerade, Minute Maid, Simply, Georgia and Del Valle. Globally, we are the No. 1 provider of sparkling beverages, ready-to-drink coffees, and juices and juice drinks. Through the world’s largest beverage distribution system, consumers in more than 200 countries enjoy our beverages at a rate of more than 1.8 billion servings a day. With an enduring commitment to building sustainable communities, our Company is focused on initiatives that reduce our environmental footprint, support active, healthy living, create a safe, inclusive work environment for our associates, and enhance the economic development of the communities where we operate. Together with our bottling partners, we rank among the world’s top 10 private employers with more than 700,000 system associates. For more information, visit Coca-Cola Journey atwww.coca-colacompany.com, follow us on Twitter at twitter.com/CocaColaCo, visit our blog, Coca-Cola Unbottled, at www.coca-colablog.com or find us on LinkedIn at www.linkedin.com/company/the-coca-cola-company.
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