Posted: May 20, 2015 at 6:08 PM
(Last Updated: Jun 23, 2015 at 10:47 AM)
In most cases, making the switch from a plastic bottle to a can -- which is exactly what Sparkling ICE has done with this line of 8 oz. slim cans -- doesn’t make that much of a difference to how we feel about a product. However, in the case of Sparkling ICE, it definitely feels like a pretty significant switch. Compared with the brand's flagship product, which has been a runaway success and has even chipped away at products like Vitaminwater, this feels decidedly more upscale and presents itself in a different but familiar way. While the plastic-packaged product challenged diet soda in an indirect way, this product feels positioned to tackle it head on and the product certainly has more than a running start given Sparkling ICE’s existing brand equity. And it certainly doesn’t hurt that the product is being offered in convenient fridge packs either. Inside the container, the product is a straight adaptation of the Orange Mango flavor that is part of the PET lineup. It features a zero-calorie, sucralose-sweetened formulation whose key ingredients include carbonated water, 3 percent orange juice and green tea extract. For the category of mainstream zero-calorie sparkling beverages, it’s definitely one of the tastier products out there. There are certainly things that could be done to further upscale it, but for right now, this is a great start. Overall, we really like this product for both its execution and the potential new opportunities that it brings to the brand.