Coke now offers Hi-C Blast in multi-pack

ATLANTA, March 30, 2005 – Coca-Cola North America is giving a consumer favorite a great, new single-serve package — introducing Hi-C Blast in a new 12 fl. oz. plastic bottle multi-pack.

The new package will appeal to older youth by bringing them the explosive fruit taste of Hi-C Blast in a package they prefer. Company research indicates single-serve plastic bottles are preferred by youth nearly three to one over all other types of individual-use juice drink packaging.1 The move is consistent with the brand’s strategy to increase the appeal of the Hi-C Blast brand to teens.

“Youth and parents told us they liked the new bottle because its portability and resealability meet the needs of their active lifestyles. They want the option to take the bottle everywhere they go and reseal the drink for later,” said Brian Powell, senior brand manager, Coca-Cola North America.

The new Hi-C Blast package will be available nationwide in April in six-packs of 12 fl. oz. bottles. Flavors include Orange Supernova, Fruit Pow and Berry Blue. The Hi-C Blast plastic bottle multi-pack’s suggested retail price is at parity with Hi-C Blast pouch and Minute Maid Coolers pouch 10-pack products. The brand will be supported with in-store merchandising.