Dive Brief:
- Coca-Cola has announced the launch of Minute Maid Sparkling, which expands a sparkling water portfolio that already includes a Dasani Sparkling Water line and a sparkling version of smartwater, which the company debuted in November.
- Minute Maid Sparkling will come in four flavor varieties to start, which answers consumers' increased demand for new flavored sparkling water options.
- Notably absent from the sparkling water market are more products from Coca-Cola's main rival, PepsiCo, besides Izze Sparkling Water. The company released this nationwide last June. PepsiCo also bottles Dr Pepper Snapple's Schweppes sparkling water brand.
Dive Insight:
Analysts expect PepsiCo to eventually develop more sparkling water products, likely under its Aquafina bottled water brand. PepsiCo went this route in the past with Aquafina FlavorSplash, which included both sparkling and nonsparkling products and launched in late 2013. But the company discontinued the sparkling water line last summer after sales failed to meet expectations.
However, PepsiCo's most recent entry into the sparkling water market, Izze, stands out from competitors as producing the only USDA-certified organic sparkling water product on the market. That extra certification appeals to health-conscious consumers who prefer buying organic when it's available.
With PepsiCo's consistently voiced dedication to innovation, sparkling products may not be far behind — or PepsiCo could be looking to break into different segments entirely.
"We like the category and we like bubbles generally speaking, especially ones with low sugar attached," PepsiCo vice chairman and CFO High Johnston told TheStreet in an interview last month. "I would expect us to continue to experiment not just with sparkling water, but with lots of low calorie offerings that have bubbles."