The Essence of Dasani

Coca-Cola is getting into the unsweetened, flavored water category with the launch of Dasani Essence. Dasani Essence has a light, natural fruit flavor that is unsweetened and without preservatives or calories. It is available in three varieties: Lime Essence, Strawberry Kiwi Essence, and Black Cherry Essence. Each is packaged in stylish, recyclable 18.5-ounce single bottles and 16-ounce four-packs. Unsweetened flavored water beverages are growing faster than any other segment in the $12 billion U.S. bottled water category, with more than 300% growth in the last two years. According to a 2008 study, many consumers prefer lightly flavored waters with little or no sweetener. Coke is supporting the launch with an integrated media campaign, sampling and in-store merchandising.


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