Fanta introduces new formula and packaging of beverages
ATLANTA Coca-Cola’s Fanta beverage line is undergoing a make-over.
The company announced Thursday that Fanta will feature 100% natural flavors and a bold new look in its packaging that includes vibrant packaging with colorful illustrations and contemporary graphics.
Both the new formulation and look for Fanta will roll out in the United States this month.
The Fanta brand offers an assortment of bold, tantalizing flavors that are caffeine-free. Fanta Orange is the latest member of Coca-Cola North America’s portfolio of sparkling beverages to feature 100% natural flavors, joining Coca-Cola and Sprite. By summer’s end, two other products of the Fanta line will be available with 100% natural flavors – Fanta Apple and Fanta Grapefruit.
“The introduction of this new formulation and the new look of the Fanta line are part of our ongoing efforts to reinvigorate the sparkling beverage category in the U.S.,” said Santiago Blanco, VP Sprite and flavors, Coca-Cola North America.
Fanta Orange is available in multiple retail and convenience channels nationwide, in 12-ounce-cans, 20-ounce bottles, two-liter bottles and multi-packs.
PepsiCo sues Coca-Cola over new Powerade ion4 ads
MILWAUKEE PepsiCo Inc. has sued Coca-Cola over its new ad campaign for Powerade.
The Purchase, N.Y.-based company asked the U.S. District Court in the Southern District of New York on Monday to stop Coca-Cola’s campaign of Powerade. PepsiCo said the ads for Powerade ion4 are false in saying it’s the “complete” sports drink, better than Gatorade because that drink is missing two electrolytes — magnesium and calcium. The company said there was no evidence the new Powerade is better than Gatorade, and that the Coca-Cola-made drink has the extra electrolytes only in trace amounts.
Scott Williamson, a spokesman for Atlanta-based Coca-Cola, said the company has to review the case before it can comment.
Gatorade, which PepsiCo acquired as part of its purchase of Quaker Oats Co. in 2001, is an important one for the company, said John Sicher, editor of the trade publication Beverage Digest.
PepsiCo, with brands like Mountain Dew and Pepsi-Cola, is the second-biggest soft drink maker behind Coca-Cola. But in the sports drink category, Sicher said, Gatorade dominates with a 77.2 % share of the category’s volume and was a big reason PepsiCo bought Quaker.
“Gatorade has driven a lot of PepsiCo’s North American beverage growth for many years,” he said.
Powerade is a distant No. 2 player, with a market share of 21.7 % last year. The sports drink category was worth about $7.6 billion in retail sales in 2008. By comparison, the entire U.S. carbonated soft drinks market was worth than $72.7 billion in retail sales last year.
Oreo’s Double Stuf Racing League announces first official sponsor
EAST HANOVER, N.J. The Oreo Double Stuf Racing League announced Monday that AstroTurf, the world’s first synthetic turf system, is now the first official sponsor of this unique league.
The DSRL, whose members include quarterback brothers Peyton and Eli Manning and tennis star sisters Venus and Serena Williams, is now able to place itself with other such popular sports as football, baseball and soccer that also play competitively on AstroTurf.
AstroTurf was designated as the official turf of the DSRL after deep consideration by “league officials.”
“Selecting AstroTurf as the ‘official turf’ for the DSRL makes perfect sense because it’s a high quality product that will make it even more exciting for everyone, from professional athletes to consumer fans, to compete and show off their lick racing skills,” said Stephen Chriss, director of consumer and customer engagement for Kraft Foods.
In fact, the first Oreo DSRL competition to take place on a custom-made DSRL/AstroTurf field will be a special lick racing event in West Palm Beach, Fla. on April 24, where two teams of finalists will compete for the title of fastest Oreo “twister, licker and dunker” and a $10,000 grand prize. The Manning brothers and Williams sisters will be on hand to help “train” the finalists for the competition.
“In the more than 40 year history of AstroTurf, the decision to support the Oreo Double Stuf Racing League is a milestone for the company,” said Rick Horrow, a sports business expert known and CEO of Horrow Sports Ventures. “This sponsorship is a one-of-a kind opportunity to align with another iconic brand. Together this relationship showcases the credentials of both AstroTurf and Oreo in making it possible for families and friends to engage in a bit of fun competition.”
The AstroTurf sponsorship will include co-branded print advertising, inclusion at trade shows, and a co-branded presence on both the astroturfusa.com and dsrl.com Web sites.