Some Flavor to Savor

Consumers looking for a lightly flavored, unsweetened bottled water will find it in February 2009 when Coca-Cola launches its new Dasani essence – a flavored water with a tinge of all-natural fruit flavor.

According to a Nielsen study last month, the unsweetened flavored water market is growing faster than any other segment in the $11 billion bottled water industry in the U.S. It has experienced 400% growth over the last two years.

“Our goal is to redefine the flavored water category with Dasani essence,” said Brandon Leck, director of Coca-Cola North America Water Brands. “Many people enjoy squeezing a fresh lime or lemon into their water at restaurants to add some flavor. We’re offering consumers that same experience with their Dasani water. We believe Dasani essence will add a new splash of excitement for water drinkers, with its natural light flavoring.”

Dasani essence has no sugar, calories or preservatives. The new bottled water will be offered in three lightly flavored varieties: lime, strawberry kiwi, and black cherry. They’ll be packaged in stylish 18.5-ounce single PET bottles and 16-ounce four-packs.

The launch of Dasani essence will be supported with sampling, in-store merchandising and a fully integrated media campaign.

Dasani is one of The Coca-Cola Company’s 450 sparkling and still beverage brands.


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