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Beverage Innovation

Tracking The Drinks Marketplace


New Coca-Cola Campaign Supports Zero Sugar Zero Caffeine Launch

Coca-Cola has announced the launch of Coca-Cola Zero Sugar Zero Caffeine, a take on the Coca-Cola Zero Sugar taste. To support the launch, Coca-Cola is presenting a new campaign, which celebrates the post-work feeling, when people finally get to relax and enjoy the evening. The campaign aims to associate the new drink with evening consumption, with its tagline is ‘It’s never too late for a bit of joy’. The campaign will launch with ‘That Moment When’, an ‘Insta Musical’ designed to highlight the small habits that make the end of the day worthwhile. The Insta Musical will be available to view via Coca Cola social media channels.

Honest Tea’s Rejection By Coca-Cola Has Created An Opportunity

Following Coca-Cola’s recent decision to withdraw Honest tea this year, brand co-founder Seth Goldman has responded to the disappointment by pursuing opportunities with other beverage companies to launch a new RTD tea brand. Although details are largely unknown publicly, it’s expected to be on natural food channel shelves by the end of the year and will have many of the same attributes as Honest tea. The new brand is supported by celebrity chef Spike Mendelsohn and Honest Tea’s other co-founder Barry Nalebuff. Goldman and Mendelsohn have been working together on startup Eat the Change, which will parent the new tea brand, but under a different name. 

Coca-Cola Sees Rapid Growth From Its Maaza Brand

With consumers seeking convenient nutrition, its India-based mango juice brand Maaza is now its fastest growing brand in the country, according to Arnab Roy, vice president & head-marketing, Coca-Cola India and South West Asia, outpacing even Thums Up, a billion dollar brand that remains the largest brand in the portfolio. Coca-Cola expects to rollout Maaza beyond India as it seeks to make nutrition more of a core growth focus globally, with juices, value-added dairy and plant-based seen as key priorities. Sedef Salingan Sahin, President, Global Nutrition Category at Coca-Cola, said: “We are constantly looking for opportunities that will meet the needs of the consumers in the nourishing space. Lines are blurring. Anything that satisfies nourishment needs, we are open to it." She added that the business model for nutrition differed from that for sparkling beverages, which is more likely to focus on big global brands. Roy said that the company was looking to increase investment in both Maaza and Minute Maid, and expects to add new flavors to the latter. 

A Hard Decision For Coca-Cola As It Continues To Explore Alcoholic Drinks Opportunities

Coca-Cola has decided to continue looking at opportunities in alcoholic beverages even though the company isn’t sure the potential is large enough. Chairman and CEO, James Robert B. Quincey, said the “experiments” have been interesting. They include a partnership with Molson Coors on Topo Chico Hard Seltzer, launched in the U.S. in 2020, and Simply Spiked is coming soon, as well as a tie-up with Constellation Brands on Fresca Mixed RTD cocktails to be launched later in 2022. In Japan, it’s producing a lemon-flavored alcoholic beverage called Lemondo, which is rolling out in the Philippines, and it’s launching pre-mixed cocktails in Brazil. 


Monster Energy’s Rehab Range Gets A Watermelon Variant

Watermelon is the latest flavor addition to the Rehab Monster range, providing both refreshment and recovery and energy benefits. Rehab Monster’s mantra is Refresh + Recover + Revive and contains electrolytes (Na + K + Ca + Mg), coconut water, antioxidants and vitamins B3, B5, B6, and B12. There’s also 150mg of caffeine, 25 calories and less than 5 grams of sugar in each can.

Other Companies

Nutrition Is SunOpta’s Latest Strategic Focus

Four years ago, SunOpta, Inc. chose oat milk processing as a strategic priority in 2018 and oat milk is on track to be its leading plant-based beverage. Now the company aims to make nutrition a strategic priority. Michael Buick, general manager of its Plant-Based Food and Beverage business unit, says its sales in the nutrition category could be $50 million by fiscal 2025. Nutrition will be added to the 330ml RTD format and SunOpta is discussing with a “leading brand” that wants to buy 90 percent of SunOpta’s nutrition capacity. It will start with whey-based drinks, but it wants to bring its plant-based milk manufacturing capabilities to it too. Oat is now a third of its total business, from less than half of one percent in 2018, and the company sees plenty of scope for further growth in the coming years.

Strive Nutrition Partners With Perfect Day On Milk Alternatives

Tech company Perfect Day has teamed up with Strive Nutrition, which makes sustainable nutritional beverages, on a range of milk alternatives enriched with Perfect Day’s animal-free whey protein. The result is said to emulate the taste and nutrition of cow’s milk without the downsides of dairy: environmental and health issues, such as lactose, hormones, antibiotics and cholesterol. The launch will include Strive FreeMilk Whole and Chocolate, which can be whipped, foamed, blended and used for cooking. Also on offer will be Strive Oat+Protein and Strive Almond+Protein, enriched with 10 grams of animal-free whey protein per serving. The products can be bought on the brand’s website and in select retail locations from July.

Barr’s Rubicon Beverage Brand Launches New Campaign

Rubicon is embarking on a new campaign, called “Made of Different Stuff”, which will run across digital advertising, retailer special display units and broadcast-on-demand. The brand aims to reach almost four in five consumers in the 16-34 years age range this summer. Adrian Troy of Rubicon says the brand hopes wholesalers and retailers will stock up on the still, sparkling and spring variants to take advantage of its summer activation initiatives.
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