Special Summer Showcase

Calorie-Conscious Cola
Coca-Cola C2 The Coca-Cola Co., Atlanta
Telephone: 404/676-2683
Internet: coca-cola.com
Distribution: National
The Coca-Cola Co. has announced it will introduce Coca-Cola C2 initially in Japan and then in the United States this summer. Following more than one year of research and development efforts, the new soft drink will have half the sugar, carbohydrates and calories of regular colas. The package graphics feature the familiar Coca-Cola trademark in black on a red background, to provide a visual difference between Coca-Cola C2 and the flagship brand. An integrated marketing campaign will support the summer introduction, which includes television, radio, out-of-home and Internet advertising. Coca-Cola C2 will be available in retail and foodservice outlets in bottles and cans, fountain and as a frozen carbonated beverage.
Taster’s Voice
Contender: Rhonda, buyer
Flavor “It’s very good. It has a kick to it.”
Package “I think the package is nice. It sets it apart from the other soft drinks.”
Would you buy it? “I definitely would buy it.”
Last call “It’s very good and doesn’t taste like a diet drink at all.”
Summer stunner
Samuel Adams Hefeweizen
The Boston Beer Co., Boston
Telephone: 617/368-5000
Internet: samadams.com
Distribution: National
The Boston Beer Co. has announced the release of Samuel Adams Hefeweizen in preparation for warm weather parties. The newest addition to the family of Samuel Adams beers, Hefeweizen is recommended served with fruit or vegetable salads and oysters, lox or ceviche. The new brew is available as part of the Brewmaster’s Collection 12-pack, which retails for $11.99 to $13.99, or in six-packs for a suggested retail price of $6.99 to $7.99.
Taster’s Voice
Contender: Jeff, facility space planner
Flavor “The taste is smooth, lively and crisp.”
Package “The package is warm and inviting. It looks like a classic American beer.”
Would you buy it? “Probably.”
Last call “The package gives it distinct brand awareness.”
Sporty drink
Pepsi Edge PepsiCo, Purchase, N.Y. Telephone: 914/767-6000 Internet: pepsi.com Distribution: National
SunnyD Intense Sport Rehydrating Sport Drinks have been introduced in Lemon Lime, Raspberry Ice and Orange flavors. The sports drink is available in single-serve 11.3-ounce plastic bottles with push-pull sports caps and in shrinkwrapped six-packs. Distributed by Cincinnati, Ohio-based Procter & Gamble Co., the suggested retail price per six-pack is $2.46 to $3.79.
Low-Carb Cola
Tropicana 50 Tropicana Products Inc., Chicago Telephone: 800/237-7799 Internet: tropicana.com Ingredients: Mixed Berry: Filtered water, apple juice concentrate, grape juice concentrate, natural flavors, citric acid, raspberry juice concentrate, ascorbic acid, malic acid, pectin, sucralose
Pepsi-Cola North America will release Pepsi Edge, its mid-calorie cola, nationally in June, two months ahead of its originally scheduled debut. The soft drink features 50 percent less sugar, carbohydrates and calories than regular colas, according to the company. Pepsi Edge is a blend of Splenda (sucralose) and high fructose corn syrup. The new drink will be supported by advertising, marketing and in-store promotions.
Taster’s Voice
Contender: John, engineer
Flavor “I’m not a big fan of sugary drinks. In fact, I normally drink diet. This tastes better than regular, sugary pops.”
Package “It’s not anything that catches my eye, but doesn’t detract from it either. I recognize the Pepsi brand right away.”
Would you buy it? “Yes. I would definitely buy it.”
Last call “I like this better than Diet Pepsi. It’s something that I would buy for myself.”
Low-sugar juice
Tropicana Products Inc. recently introduced Tropicana 50, a line of 50-percent-less-sugar juice beverages. Available in Grape, which is 50 percent juice, Mixed Berry and Apple flavors, each variety is packaged in single-serve 10-ounce plastic bottles. Each six-pack retails for $2.97.
Taster’s Voice
Contender: Loren, marketing manager
Flavor “I don’t care for it. But it doesn’t taste like there’s 50 percent less sugar in the drink. It’s not watered down, and has full flavor.”
Package “I’m confused. What berries? It doesn’t tell me on the package what kind of berries I’m drinking.”
Would you buy it? “No. It’s not what I generally choose to drink.”
Tea mix
Tazo Tea Lattes, ready-to-mix latte concentrates in five flavors, are now available. Tazo Vanilla Tea Latte is made with black teas from Kenya and India combined with Madagascar bourbon-flavored vanilla. Tazo Matcha Tea Latte is a blend of lightly sweetened Matcha green tea from Japan combined with melon and tropical fruit flavors. Other flavors include Tazo Chai, Organic Tazo Chai and Decaffeinated Tazo Chai. Each 32-ounce aseptic package with a resealable flip top is sold for a suggested retail price of $3.99 in natural foods and grocery stores nationwide. It is recommended that Tazo Tea Lattes be prepared hot, or cold, poured over ice.
Taster’s Voice
Contender: Kathleen, media center specialist
Flavor “The flavor was good.”
Package “I like the pour spout. The directions for mixing are clear and the print is readable.”
Would you buy it? “Probably not. There are too many calories in it.”
Last call “I like the joke on the package: ‘Shake carton before opening (You may also want to do a little dance if you feel up to it.)’”
Blueberry Bliss
Sparkling Blueberry Izze Beverage Co., Boulder, Colo. Telephone: 303/247-0350 Internet: izze.com Distribution: National Ingredients: Sparkling water, grape juice concentrate, apple juice concentrate, blueberry juice concentrate, purple grape juice concentrate, lemon juice concentrate, natural flavor
Izze Beverage Co. has launched Sparkling Blueberry, the sixth flavor in its line of carbonated juice drinks. Available in a 12-ounce glass bottle, Izze Sparkling Blueberry joins existing flavors such as Sparkling Clementine, Sparkling Grapefruit, Sparkling Lemon and Sparkling Pear. All Izze drinks are a blend of fruit juice and sparkling water with no added sweeteners, artificial ingredients or caffeine. Suggested retail price is $1.39 to $1.49 per 12-ounce bottle or $4.99 per four-pack.
Taster’s Voice
Contenders: Joey, age 5 ; Kathy, age 30
Flavor “It doesn’t taste that good; it doesn’t taste like blueberries. I like it more after a couple sips.” – Joey
“It’s very sweet — too sweet. It doesn’t have a true blueberry flavor, and it’s not very fizzy.” – Kathy
Package “I like the shape of the bottle because it looks like a rocketship, but I think it’s ugly because it has a flower on it. ” – Joey
“The bottle’s simple design makes it seem like it would appeal more to an adult than to a child or a teen.” – Kathy
Would you buy it? “No.” – Joey
“No, but I generally do not like sweet-type beverages, including popular sodas.” – Kathy
Last call “It tastes kind of sweet, but kind of sour” – Joey
“The language on front of bottle makes it easy to determine what the product is.” – Kathy
Starbucks Spirit
Starbucks Coffee Co., Seattle, and Jim Beam Brands Co., Deerfield, Ill., have announced they are jointly developing, manufacturing and marketing a Starbucks premium coffee liqueur in the United States. The premium liqueur will be sold later this year in restaurants, bars and retail outlets where distilled spirits are sold, but not in Starbucks retail stores.
Power Water
Multi-Vitamin Water Corp. has introduced Energy Multi-Vitamin Enhanced Water in the Northeastern United States. The water contains vitamins such as A, C, E and B, and is 100-percent natural. Energy Multi-Vitamin Enhanced Water is available in Tropical Punch, Peach-Strawberry, Kiwi-Strawberry, Tropical Citrus and Orange flavors. The water is sold in 20-ounce bottles, and each bottle retails for $1.25 to $1.50.
Low-Calorie Product Introductions
Category No. of Reports No. of SKUs
Beer & Ale 3 5
Liqueurs & Other Alcohol Drinks 3 8
Soft Drinks 4 11
Isotonic, Energy Producing Beverages 3 3
Health Drinks 3 12
Fruit & Fruit Flavored Drinks 10 43
Milk, Non-Dairy Milk & Yogurt Drinks 4 10
Tea 3 11
Beverage Mixes & Flavorings 4 8
Grand Totals: 37 111
Low-Carb Product Introductions
Category No. of Reports No. of SKUs
Beer & Ale 4 6
Liqueurs & Other Alcohol Drinks 2 3
Alcohol Beverage Substitutes, Low Alcohol 2 6
Soft Drinks 2 4
Isotonic, Energy Producing Beverages 4 4
Health Drinks 5 11
Fruit & Fruit Flavored Drinks 7 36
Milk, Non-Dairy Milk & Yogurt Drinks 11 26
Tea 2 11
Coffee 1 4
Beverage Mixes & Flavorings 7 15
Grand Totals: 47 126
Source: Productscan Online (www.productscan.com). Current year-to-date introductions as of May 10, 2004.