The Coca-Cola Company has expanded its Odwalla portfolio with a new beverage line that is said to blend the taste of smoothies with pasteurised kombucha.
Called Smoobucha, the range has gone on sale in the US this week, with three variants available: citrus and guava, berry and ginger, and apple and greens.
Sold in 15.2oz bottles, the functional line includes 500 million colony-forming units of ‘good’ bacteria and is said to be an excellent source of fibre. Each flavour contains 40% less sugar and fewer calories than top smoothie items.
Odwalla brand director Sara Smith said: “Our innovation strategy focuses on bringing trends from the fringe to the mainstream health and wellness shopper. Kombucha is growing 40% year over year, but can be polarising because of its vinegary, tart taste.
“We saw this as the perfect opportunity for Odwalla to create a bridge for people who have been either intimidated to try kombucha or turned off by its taste.”
Coca-Cola is also introducing two limited-edition Odwalla juices – hot tropics and mint to be berry – made with coconut water and botanical ingredients.
Odwalla Smoobucha and the new juices are now available in the US, retailing for $2.99 per bottle.