US: Coke to launch "enhanced" Diet offering
By just-drinks.com editorial team | 26 February 2007
The Coca-Cola Company plans to launch a version of Diet Coke enhanced with vitamins and minerals this year.
The drink, called Diet Coke Plus, will contain niacin, vitamins B6 and B12, magnesium and zinc. The upcoming launch is a fresh example of Coca-Cola's push to expand its carbonates offering into enhanced or healthier parts of the soft drinks market.
A Coca-Cola North America spokesman cited comments from Neville Isdell, chairman and CEO of Coca-Cola, at the annual conference of the Consumer Analyst Group of New York, staged last week.
Isdell said that the launch of Diet Coke Plus is "a great example" of the company's strategy to create products "to meet the needs of today's active consumers".
The spokesman declined to comment further.
Sectors: Soft drinks, Water
Companies: Coke, The Coca-Cola Company
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