Dasani Plus Enhanced Water Beverages Debut

Vitamin-enhanced drinks come in three varieties

Published in CSP Daily News

ATLANTA -- This month, Dasani has launched Dasani Plus vitamin-enhanced flavored water beverages. The new line, with zero calories per serving, comes in three varieties:

Refresh + Revive: Kiwi strawberry flavor has 10% of the reference daily intake (RDI) per serving of vitamins B3, B6 and B12.

Cleanse + Restore: Pomegranate blackberry flavor contains 10% of the RDI per serving of vitamins E, B3, B6 and B12, plus 1 gram of fiber.

Defend + Protect: Orange [image-nocss] tangerine flavor provides 10% of the RDI per serving of vitamin E and zinc.

Independent research from AC Nielsen shows vitamin-enhanced water is the growth leader in the water categorylarger than the flavored and sparkling water categories combined, Dasani said. This and other research, along with consumers' evolving health-conscious lifestyles, created the platform for Dasani Plus as the next step for the Dasani brand, the company added.

The time was right to build on the success of the Dasani brand and its great taste promise, and to create the fresh-tasting enhanced water Dasani Plus, said Gloria Garrett, Coca-Cola North America vice president of hydration.

Dasani Plus will be packaged in 20-fl.-oz. single-serve PET bottles with a clear shrink-wrap label. Available on shelf and in coolers in supermarkets, convenience and other retail stores, Dasani Plus suggested retail price will be competitive within the enhanced water category and will be supported throughout 2007 with a fully integrated marketing program that includes consumer sampling programs, web/interactive communications, radio, point-of-purchase (POP) displays and public relations.

Dasani is a brand of Coca-Cola North America, a unit of The Coca-Cola Co., Atlanta.