US: Coke's Vault tops list of best-selling launches

By | 7 March 2008

The best-selling new US beverage in 2007 was Vault, a soft drink owned by Coca-Cola Co., which hit sales of $70m, according to industry analysts IRI.

Heineken Premium Light was the best-selling new alcoholic beverage with sales of $63m, according to the report.

Vault was third in a list of best-selling new food and beverage brands in the US in 2007. The list measured total year one dollar sales across food, drug and mass channels, excluding Wal-Mart.

Campbell's reduced-sodium soup topped the list with sales of US$101m last year, IRI said today (7 March) in its New Product Pacesetters report.

Bird's Eye steamfresh frozen vegetables was at number two in the list with sales of $87m.

Gatorade A.M. Sports Drinks came in fourth on the list with sales of $70m, whilst Jazz Diet Pepsi came in at number 10 with sales of $56m. Heineken finished sixth overall.    

"These brands are case studies in how to surpass abysmally low new product success rates in the consumer packaged good marketplace, where less than 5% of new brands reach $50m in year one sales," said Anne Berlack, executive vice president, of IRI Business and Consumer Insights.

Berlack said the functional category would be the sector to watch in the US in 2008. "During the next year, demand will explode for functional food and beverages that deliver health benefits beyond basic nutrition," she said.

Sectors: Beer & cider, Soft drinks, Spirits, Water, Wine

Companies: Heineken, Coca-Cola Co

View next/previous articles

Currently reading -

US: Coke's Vault tops list of best-selling launches

There are currently no comments on this article

Be the first to comment on this article

Related articles

just the round-up - The week in drinks

The top ten most visited stories on just-drinks this week:

UK: Coca-Cola Zero signs Bond film deal

Coca-Cola Zero is to be an official partner of the new James Bond film, Coca-Cola Enterprises has announced.

UK: Tiger Beer adds Desperados to portfolio

Tiger Beer UK has signed a deal with Tequila-flavoured lager Desperados to be the new distributor of the lager in the UK.

just-drinks tagline

Not a member? Join here

Decrease font sizeDecrease font sizeDecrease font size Increase font sizeIncrease font sizeIncrease font size Comment on this article Email this to a friend Print this page