Dasani Drops are a zero-calorie liquid beverage enhancer that allows consumers to mix the flavor drops – housed in a 1.9oz bottle with 32 servings – into their water in the desired strength.
Coke is marketing the drops to consumers as a means of providing a “delicious, sweet way to enjoy drinking water throughout the day”.
Delivers a health kick?
According to a press release, Coke sees the drops as a “flavorful, fashionable accessory for busy moms and health-conscious people alike”.
John Roddey, vice president, water, tea and coffee for Coca-Cola North America, said: “Dasani Drops give people a new way to enjoy drinking water by pumping up the taste of Dasani with a simple squeeze of the easy-to-carry bottle.”
Coke is not the first firm to enter the growing flavored beverage ‘drop’ space: major stevia brand SweetLeaf (Wisdom Natural Brands) launched flavored stevia drops (pictured right) in the States in May 2011.
Energy in category
Since this product is stevia-based, it is also marketed as zero calorie, zero carbohydrate and zero glycemic index - a means of helping consumers “kick that daily soda habit” and cut out empty calories from their diets.
Fourteen flavor varieties include English Toffee and Vanilla Creme), and recommends that consumers add drops to water, but also smoothies and coffee, as well as yogurt and oatmeal.
In March 2011, Kraft also launched its Mio water enhancer (pictured left, sweetened with acesulfame potassium or Ace-K and sucralose) which is closer to Coke’s offering in terms of packaging and, potentially, mainstream appeal.
Kraft subsequently launched a premium-priced Mio Energy line extension, with added caffeine, guarana extract and ginseng extracts, taurine and B vitamins.
