Coca-Cola clings to the flavored American manicure with greenish sparkling Smartwater
The company releases three sparkling aromas for its Smartwater brand in North America: apple pear Fuji, orange berry orange and raspberry rose. New tastes will affect shelves later this month. Smartwater began to engage in aromatic sparkling varieties in Europe a few years ago. Now Coca-Cola ( KO ) has its eye on the American market.
American consumers are increasingly looking for drinks that have functional elements such as nutritional value or caffeine. They also want healthy, low sugar or no sugar. Bright water feeds many of these boxes, and American consumers buy more of it. The Mintel research company estimated that retail sales of vegetables in the United States increased more than doubled from 201
3 to 2018.
Coke took advantage of the silt jump. Sales of sparkling water in North America rose 19 percent last year, according to Nielsen, cited by Coca-Cola. Aromatized carbonated water is an important part of the trend. "Unsweetened scented carbonated water is a dynamic and exciting category while looking at our long-term growth plans," said Brad Spicert, Senior Vice President of Hydration for Coca-Cola North America last year, adding that this is a "huge engine of growth."
Coca-Cola already has a pretty good line of other sparkling water drinks. There is Dasani sparkling, which is available in several flavors, as well as sparkling mineral water Topo Chico and Seagram Club Soda and sparkling olive oil.
But Distilled Steamed Smartwater, infused with electrolytes and located by celebrity spokeswoman Jennifer Aniston, is a more superior product than other Coke brands. The flavored versions should help the company compete with San Pellegrino and Perrier, not La Corua or Bullie PepsiCo. This year they released two more versions – Smartwater Antioxidant and Smartwater Alkaline. Water with health benefits, such as proteins or antioxidants, is a trend among US Millennials, Mintel notes.