In March 2020, Coca-Cola will be launching a new sparkling water beverage with a little bit of a caffeine as a pick-me-up. Their AHA line of beverages bring new flavors to market accompanied by vibrant packaging and new marketing techniques that they believe will meet consumer demand and shine through a crowded category.
AHA will be available in stores across North America and will replace Dasani’s sparling water brand in retail stores. Dasani Sparkling will still be available on Dasani PureFill dispensers and Coca-Cola Freestyle machines.
In a statement, Julie Siwemuke the sparkling water director at Coca-Cola North America said, “there are unmet needs for consumers in the category today, both for those who don’t drink sparkling water regularly today and for those who do.”
The flavors being introduced to the market include eight different fusions, including lime + watermelon, strawberry + cucumber, citrus + green tea, black cherry + coffee, orange + grapefruit, apple + ginger, blueberry + pomegranate and peach + honey. These drinks are calorie-free, sodium-free and will be introduced to market in multi-packs of 2-fl.-oz. cans and in 16-fl.-oz. individual cans.
— The Coca-Cola Co. (@CocaColaCo) November 7, 2019
“When shoppers browse the sparkling water aisle, they’re looking for interesting and approachable flavors that offer a refreshing treat. They’re also drawn to fun, colorful brands with personality,” said Siwemuke.
Nielsen reported in 2018 that America’s love for sparkling water is still growing. They said that in the past four years (from 2018) the sparkling water category grew by 54 percent. According to Reuters, “the sparkling water market is the fastest growing segment of the carbonated water market, owing to the consumer shift towards healthy, organic commercial products of foods and beverage.”
AHA is Coca-Cola’s first new brand launch since 2006 where they debuted Gold Peak. This is in response to the consumer demand for drinks with no sugar or calories that still offer a fizzy feeling and a burst of flavor.
“Sparkling water has had another very big year, and we are well-positioned to increase our presence in the category in a big, bold way,” said Celina Li the VP of water in Coca-Cola North America.