Coca-Cola is taking bottled water and doing what it does best _ giving it some bubbles and flavor.

The Atlanta-based company confirmed Monday that it would introduce a line of zero-calorie, carbonated, fruit-flavored waters called ``Fruitwater‘’ starting April 1. The drink will be part of Coca-Cola‘s Glaceau unit, which makes other pricier bottled waters such as Vitaminwater and Smartwater.

Unlike the zero-calorie version of Vitaminwater, which is made with the natural sweetener stevia, Fruitwater will be sweetened with the artificial sweetener sucralose, best known as Splenda. It will not contain any fruit juice but the bottle notes that the drink is ``enhanced with nutrients,’‘ a reference to its B vitamins, magnesium and zinc.

The rollout was first reported by the trade journal Beverage Digest.

Such an ``unsoda,’‘ fizzy and sweetened but packaged like bottled water, could lure people who are looking for an alternative to sugary carbonated drinks. Soft drink consumption has slid in the U.S. since the late 1990s. The decline has been attributed to growing concerns about obesity, as well as the proliferation of options such bottled teas and flavored waters.

Industry executives have nevertheless expressed optimism about sparking a turnaround in the soft drink category with better-tasting, lower-calorie options, noting that Americans love fizzy drinks.

Still, Coca-Cola has diversified its portfolio as drinking habits change. In 2007, it paid $4.1 billion for Glaceau, which was then its largest ever acquisition. Executives noted at the time that the price would be worth it for the rapidly growing brand.

Overall sales volume for Glaceau rose 4 percent last year, according to Beverage Digest. Zero-calorie varieties have performed far more strongly, suggesting people are increasingly watching how much sugar they drink. Vitaminwater with zero calories was up almost 4 percent, and Smartwater, which is marketed as a premium plain water, was up 25 percent.

Regular Vitaminwater _ which has about 125 calories in a 16-ounce bottle because it is sweetened with sugar _ was down 8 percent.

Although Coca-Cola Co. also owns Dasani bottled water, premium bottled waters that promise health benefits or added flavors are generally more profitable because they can fetch higher prices.

But the marketing for Vitaminwater has resulted in some trouble for Coca-Cola as well, with a nutrition advocacy group suing the company over what it called ``deceptive’‘ health claims that the drinks can reduce the risk of disease.

A representative for the Center for Science in the Public Interest said it’s still awaiting a judge‘s ruling on a motion seeking class-action status for the lawsuit.

A spokeswoman for Coca-Cola, Lindsey Raivich, said Fruitwater will come in a specially contoured 16.9-ounce (479-gram) bottle. It will cost $1 to $1.25 and come in black raspberry, orange mango, strawberry kiwi, lemon lime and watermelon punch.

Raivich said the company is planning a formal announcement closer to the launch date. Although no TV ads are planned, she said the marketing campaign including radio, print and in-store promotions. (AP)



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코카콜라서 ’후르츠워터’ 신제품 출시!

코카콜라社는 물에 탄산과 향을 첨가하여 새로운 제품을 출시한다고 밝혔다.

후르츠워터’Fruitwater’라는 이름의 제품으로 제로 칼로리의 탄산수를 4월 11일 출시할 것이라고 전했다. 새로 출시되는 음료는 비타민워터와 스마트워터를 생산하는 글로코 유닛의 일환으로 포함될 것이다.

스테비아가 첨가된 제로 칼로리의 비타민워터와는 달리 후르츠워터는 스플렌다로 알려진 인공 감미료 수크랄로스가 첨가될 것이다. 과즙은 일체 포함되지 않았으나 비타민B, 마그네슘, 아연과 같은 영양소를 포함하고 있다고 말했다.

미국에서 탄산음료의 수요가 1990년대 후반부터 줄었기 때문에 과일향의 탄산수는 소비자들의 이목을 끌 것이라고 업계 관계자들이 예측했다.

코카콜라는 소비자들의 음료 소비 성향이 변함에 따라 다른 사업들을 다양화시켰다. 2007년 를역대 최고 금액인 40조에 글로코스를 인수한 것도 이것의 일환이다.

글루코 음료는 작년에 비해 세일즈가 4% 증가했다고 베버리즈 다이어트가 전했다. 제로 칼로리 음료의 인기 증가는 소비자들이 당이 많이 첨가되어 있지 않은 음료를 의식적으로 소비하고 있음을 알린다. 비타민워터의 매출은 4%, 스마트워터는 25% 증가를 보였다.

비타민워터와 스마트워터의 인기를 이어 출시되는 후르츠워터는 16.9온스 병에 담겨져 나올 것이며 오렌지 망고, 스토로베리 키위, 레몬 라임 등 다양한 맛으로 출시될 예정이다. (코리아헤럴드)