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Coca-Cola has responded to the fast growing nature of the functional beverage market by launching four vitamin-enhanced, flavoured versions of its Dasani bottled water brand.

Dasani NutriWater will be available in mandarin orange, lemon tangerine, wild berry and pear cucumber flavours. Initially the drinks will be available only in New York City, Cincinnati, Ohio, and Charleston, South Carolina. However a nationwide rollout is expected next year.

The move is seen as a response to Pepsi’s launch last year of Aquafina Essentials. Coke said that NutriWater had no artificial flavours and only 20 calories per eight-ounce serving, less than other low-calorie, vitamin-enhanced flavoured waters, including Aquafina Essentials.

However, analysts remain cautious about how successful these enhanced water will be in the long run.

Drinks analyst Datamonitor said: "Turning water into a nutraceutical product is not a sure-fire method of increasing brand loyalty. Nutraceuticals are an emerging market, and many consumers remain unconvinced about the benefits.

"For nutraceuticals to be successful they will need to build trust to become part of consumers' health and beauty regimes, or regular patterns of behaviour. To achieve this, manufacturers need to demonstrate that their goods provide effective results over a period of regular use, and that they target adopters of regimes in the first place."


Companies: PepsiCo

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