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Beverage Innovation

Tracking The Drinks Marketplace


Coca-Cola’s Aha Brand Launches New Campaign

One year on from its debut marketing campaign, Aha sparkling water has unveiled new commercials, featuring two comedy duos: Maya Erskine and Anna Konkle; and Jenny Slate and Ben Schwartz. The campaign will run across digital and social channels, streaming platforms and television. Duane Stanford of Beverage Digest says that Coca-Cola has “continued to make inroads into a crowded U.S. sparkling water category” with the Aha brand, launched in 2020. MediaRadar data indicate that Aha spent 25% of the sparkling water category’s $51.5 million media investment in 2021, compared with Bubly’s 26%. 

Coke Introduces Super Nintendo World Bottles In Japan

Visitors to Japan’s Super Nintendo World will be able to buy themed slim bottles of Coca-Cola, following a partnership with Universal Studios. The bottles mark Super Nintendo World’s first anniversary. The products will also be available throughout Japan. There are two variants: one with Mario jumping through a level and one featuring Princess Peach’s castle. 


Peachy Keen, Monster Ultra’s Summer-Focused Variant

Monster Energy has added Peachy Keen to its Ultra range. The new peach flavor is inspired by the summer of love, which was about “hope, peace and connecting to something bigger than yourself", according to Chief Marketing Officer Dan McHugh. The drink has zero sugar and features a 1960's design. Monster Ultra is available nationally in grocery and convenience stores.

Other Companies

Ripple Foods Rolls Out New Campaign For Its Plant-Based Milk

Moove Over To Ripple is a new campaign Aimed at educating consumers about the benefits of Ripple Foods’ plant-based milk. A TV ad called "Cows on Vacation" debuts April 18 on network, cable and connected TV. There will also be digital channel and social media support. In May, the company will invite customers to a "Milk Trade-In", where they can trade in empty milk or dairy-alternative containers for recycling and be given a 48-ounce bottle of Ripple for free. The 'Milk Trade-In" live events start in New York City, followed Los Angeles and Austin, TX. The brand is also launching new packaging nationally to make it more discoverable on shelves and to promote its key benefits: 50 percent less sugar and 50 percent more calcium than dairy milk, as well as 8 grams of protein per serving.

Pure Leaf Introduces New Lower-Sugar Iced Teas

Lower Sugar iced teas from Pure Leaf include three Subtly Sweet flavors - Black Tea, Peach and Lemon. The 18.5-ounce bottles contain 20 calories and 5 grams of added real sugar, 85 percent less than its Sweet Tea products. Supporting the launch, the brand has produced a new version of Def Leppard's "Pour Some Sugar on Me” - "Pour Lower Sugar for Me" is a fun remix with new lyrics featured on 15-second TV and streaming commercials. There’s also a TikTok music video and an opportunity for in-store shoppers to win free music for a year by scanning a QR code at select retailers. The new line has been launched under the brand's "No is Beautiful" umbrella campaign – no to artificial sweeteners and flavors. 

Boost And Cinnabon Team Up On New Sweet Beverage

A collaboration by Boost and Cinnabon has produced Boost High Protein Nutritional Drinks inspired by classic Cinnabon cinnamon roll flavors. The 8-ounce drinks contain 20 grams of high-quality protein, vitamins B, C and D, as well as zinc, iron, selenium and calcium. Six packs of Boost High Protein Cinnabon Bakery Inspired Flavored Nutritional Drinks can be bought at Walmart and online on Walmart.com and Boost.com.

Mo’mugi Barley Tea, Inspired By Mugicha, Hits North America

Inspired by Japanese mugicha, mo'mugi roasted barley tea is an alternative for those looking for hangover hydration and a caffeine alternative in a sugar-free beverage. The Canadian Barley Tea has launched mo'mugi on Amazon.com and Amazon.ca. It’s made in British Columbia using organic Canadian barley. Co-founder Janice Ishizaka says: "As we love to say: Bye-bye Bubble Tea; Move over Matcha; Katch ya later Kombucha; it's time for Mugicha!" The company claims it’s 100 percent natural, with no caffeine, sugar, carbs or calories; has 100 percent scientifically-proven benefits, including hydration better than water and with antioxidants; is 100 percent sustainable through local production, a low carbon footprint, plant-based compostable teabags and recyclable packaging; is 100 percent convenient as it can be consumed hot or cold; and can be consumed by everyone, from babies to adults. 

Joyba Joins The Bubble Fruit Tea Category

Del Monte Foods has launched a new bubble tea brand, Joyba, and enlisted New York design agency CBX to create its positioning. CBX first developed the brand mark in a way that allows for future extension to categories beyond RTD beverages, and then set about designing the Joyba Bubble Fruit Tea products. Joyba is in a 12-ounce plastic cup that includes an embedded telescopic straw to evoke a boba shop experience. Lauren Kossar at CBX said: “It was important that our designs communicate that it’s a delightfully unexpected, multi-textural, boba-shop inspired drink that’s vibrant and refreshing.” There are four flavors: Strawberry Lemonade Green Tea, Mango Passion Fruit Green Tea, Cherry Hibiscus Caffeine Free Tea, and Raspberry Dragon Fruit Black Tea. The target consumers are Gen Y and Gen Z, and so branding needed to feel aspirational and trendy, as well as experiential.

LIFEAID Brings FITAID Energy To Market

FITAID Energy + Sports Recovery is a new range of drinks from LIFEAID Beverage Company with 200mg of caffeine from green tea, 15 calories and no fillers. There are four flavors: Mango Sorbet, Peach Mandarin, Blackberry Pineapple and Raspberry Hibiscus, an online exclusive. Aaron Hinde, LIFEAID’s co-Founder and President, claims the clean caffeine helps against fitness fatigue using its own recovery blend of branched-chain amino acids, turmeric, vitamins B, C, D3, E, and electrolytes. The ingredients are vegan, non-GMO, and gluten-free. The products can be purchased on Lifeaidbevco.com as well as Amazon and retailers such as Vitamin Shoppe, HEB, HyVee, Circle K and Stop & Shop. 

AriZona Founder Explains How The Brand Keeps Its Prices Down

Don Vultaggio, founder and chairman of AriZona, has said that the brand keeps the price of its 23-ounce iced tea at 99 cents, in the face of intense input cost inflation, by cutting margins. He said: “I don’t want to do what the bread guys and the gas guys and everybody else are doing…Consumers don’t need another price increase from a guy like me.” The iced tea sells around 1 billion cans a year each year, representing about a quarter of the company’s total revenues, with the remainder from other beverages, snacks and hard seltzer, which sell less in volume but are higher margin lines. When the product was launched nearly three decades ago, Snapple was also priced at 99 cents for the signature 16-ounce glass bottles; it’s now $1.79. Research suggests that prices ending in a nine are more difficult to change without losing sales, and when they do increase, they tend to go to the next nine, but Vultaggio says “since cavemen, the 99-cent price point was exciting then, and it’s exciting today…Something under a dollar is attractive.” 
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