Drops of flavor
NORTHFIELD, Ill. — Kraft’s new entry in the water- flavoring category, MiO Liquid Water Enhancer, is the first new product category the company has entered in 15 years. The zero-calorie line of concentrated liquid flavorings packaged in a sleek egg-shaped dropper bottle clearly is different than other water enhancers on the market. Promotion for the product focuses on “personalizing” flavors.
MiO was launched in six flavors and retails for $3.99. A bottle is designed to flavor 24 servings. USA Today recently reported that the water-flavoring market reached $1 billion.
Low-calorie options energize sports drinks
Sports drinks and energy beverages remain the driving forces behind the beverage category. Dollar volume across all three channels for both segments spiked nearly 15% for the 12-week period ended April 17, according to SymphonyIRI Group data.
Consumers have responded to lighter versions of traditional sports drinks. The category still is led by PepsiCo’s Gatorade, which, boosted by the popularity of its G Series label, grabbed the title of the fifth-largest beverage trademark by volume during the year, according to Beverage Marketing Corp. “After declining in 2009, Gatorade enlarged by more than 6%,” said Gary Hemphill, SVP information services at Beverage Marketing.
Coca-Cola’s Powerade trademark is nipping at its competitor’s heels. The brand grew more than 19% last year, according to Hemphill. Buoyed by sales of Powerade Zero, it is gaining share and outpacing category growth.
Energy beverages continue to post double-digit sales growth. Despite waves of bad press for the products, consumers show no sign of losing their appetite for the caffeine-fueled drinks. Energy shots also are showing significant growth.
“The reality is that energy drinks are uniquely and provably delivering that benefit [of more energy], and are at times delivering it with ingredients other than common caffeine and sugar,” said a recent report from Packaged Facts.
The article above is part of the DSN Category Review Series. For the complete Energy/Sports Drinks Mid-Year Report, including extensive charts, data and more analysis, click here.
CoolJuice arrives at Publix
TAMPA, Fla. — A line of all-natural, 100% juice blends has arrived in more than 290 Publix stores across four states.
CoolJuice will be available in Publix’s Atlanta division, which includes stores in Georgia, Alabama, Tennessee and South Carolina. CoolJuice juice blends contain no added sugars, high-fructose corn syrup, preservatives or artificial colors or flavors.
CoolJuice was cofounded by former PepsiCo executive George Gamble.