Coca-Cola’s Smartwater ventures into flavoured sparkling category

Coca-Cola is venturing into flavoured sparkling water with its Smartwater brand, adding three new products to the existing line-up.

The addition of sparkling strawberry-blood orange, fuji apple-pear and raspberry-rose flavours comes almost three and a half years since the first sparkling Smartwater product, and at an exciting time for the category as a whole: in 2018, Coca-Cola’s sparkling water business was up 19% in the US alone, spurred on by the addition of Topo Chico.

Meanwhile, flavours accounted for 89% of the revenue growth in Coca-Cola North America’s sparkling water portfolio, which also includes Dasani Sparkling.

Lauren Freedman, smartwater brand manager, said: “Fans – especially millennials – expect Smartwater to be creative, so we knew we needed combinations that would be unique and differentiated, yet approachable,” Freedman said. “We started with more than 20 options and are extremely proud of these three delicious flavours debuting this week.”

They will be sold initially in half-litre bottles in seven US cities: Boston, Chicago, Los Angeles, Miami, New York City, Philadelphia and San Francisco.

The company will also rollout Smartwater Alkaline and Smartwater Antioxidant throughout the US, following a limited launch last year.

“Now is the right time for Smartwater to tap into this fast-growing category,” said Shannon Richmond, group director for Smartwater. “We see an opportunity for the brand to be part of more moments and occasions throughout the day. For all-day hydration, there’s Smartwater still. For meals and entertaining, we have Smartwater sparkling and now these exciting new flavours. And for those looking for an active hydration or wellbeing boost, the new Smartwater Alkaline (ionised for a 9+ pH) and Smartwater Antioxidant (infused with selenium) provide great options.”

Earlier this week, the Atlanta-headquartered soft drinks giant also unveiled two new additions to its Vitaminwater brand: Vitaminwater Fire has a spicy watermelon and lime flavours that features a touch of jalapeño and habanero chillies, while Vitaminwater Ice boasts blueberry and lavender flavours for a “cooling effect”.

Both amount to 20kcal each and are fortified with vitamins C and B, available in retail locations across the US.

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