Cadbury Schweppes soft drink division Dr Pepper/Seven Up today unveiled plans to introduce a fortified carbonated soft drink onto the US market. The company claims its is a first from a major CSD brand.

7 Up Plus will be fortified with calcium, vitamin C, real fruit juice and sweetened with Splenda.
"We are extremely excited about the positive buzz around the development of 7 Up Plus. Consumers tell us the product tastes great, and nutritionists say this is exactly the choice of beverage many people today are seeking to bring greater balance into their lives," said Randy Gier, Cadbury Schweppes Americas Beverages executive vice president-marketing.

"Our research indicates there are times when consumers want their favourite, classic soft drinks with added nutritional benefits. 7 Up Plus is an easy way for consumers to put some 'balance in their bubbles' when choosing a carbonated beverage."

7 Up Plus will be sweetened with Splenda and will contain approximately 10 calories and three grams of carbohydrates per serving.

"7 Up is an iconic brand celebrating 75 years of refreshment and a heritage of challenging conventional thinking," stated Jim Trebilcock, 7 Up senior vice president-marketing. "7 Up's clean flavor profile makes it uniquely qualified to be a leader and introduce this new category of beverages. Consumer tastes and lifestyles are changing, and 7 Up continues to change with them by providing beverage choices that allow people to have a more balanced lifestyle."

The company is currently finalizing marketing and distribution plans for the product launch.