By George Anderson
As expected, Coca-Cola has formally announced that it is launching new Dasani waters in four flavored (mandarin orange, lemon tangerine, wild berry and pear cucumber) and vitamin-enhanced varieties.
The new Dasani NutriWater items will initially be test-marketed in the New York metro area, Cincinnati, OH and Charleston, SC. A national rollout for the product line is planned for 2003.
Kellam Graitcer, senior brand manager, Dasani, told Reuters, "Consumers are really looking for simple, easier ways to be healthier and they're looking for things that are enjoyable." Coca-Cola is betting that Dasani NutriWater delivers on all counts.
Moderator's Comment: Will enhanced waters grow to be more than a niche product?
Reuters quotes John Sicher, editor of Beverage Digest: "I think the jury is still out on the so-called enhanced waters. Whether consumers want their water to be pure and unflavored or whether they also want to drink flavored versions is still an unanswered question." [George Anderson - Moderator]