May 23 Coca Cola is expected to launch a
new product - "glacéau smartwater" - in Britain, aimed at the
country's 1.4 billion pound ($2.4 billion) bottled water market,
a decade after its Dasani brand failed in the region, The Times
reported on Friday.
Coca-Cola GB, which also owns Fanta, Sprite and Dr Pepper,
will spend 3 billion pounds to promote the launch in August, the
newspaper said. (link.reuters.com/ruq59v)
Jon Woods, general manager of Coca-Cola GB & Ireland, told
The Times it had learned its lesson from the experience with
Dasani, which was made from purified tap water from Sidcup yet
sold at a then-premium price of 95 pence.
Woods told the newspaper that although glacéau smartwater
would be a premium product, it would be sold "without the
premium price", and that it would be made from natural spring
The recommended retail price for a 600 ml (20 fluid ounce)
bottle would be 57 pence, the same price charged by rivals for a
500 ml bottle, while an 850 ml bottle would sell for 89 pence,
the price of rival brands' 750 ml bottles, The Times reported.
Coca-Cola, which has 106 water brands, already sells glacéau
vitaminwater, a range of fruit-flavoured drinks, in Britain.
The Times cited marketing industry sources as suggesting
that the company was considering using Jennifer Aniston, who has
been hired to promote smartwater in America, to promote the
($1 = 0.5931 British pounds)
(Reporting by Aashika Jain in Bangalore; Editing by Ken Wills)