Soda giant hoping drops boost water sales

Published On: Sep 07 2012 06:58:46 PM EDT

Coca-Cola is putting something new on the market.

The soda giant is releasing its own version of drink drops. They'll be called Dasani Drops and will come in four fruity flavors.

The flavor is squeezed into some water to give it a flavor boost on the go.

"I think there's an opportunity beyond just flavored waters," said John Roddy, vice president of Coca-Cola's water, tea and coffee business in North America, told nbcnews.com.

Although there are no set plans yet, Roddy says the next logical category for liquid drops would be tea. That's because drinks with higher sugar content are harder to turn into a liquid concentrate.

Competition Heats Up

The world's largest soda company is heating up the competition in the drop drink market. Kraft Food Inc.'s MiO was introduced in March, 2011. Some supermarkets have already launched store brands. The drops have become popular because they are very portable, can be easily carried, and can add a flavor pop to any glass of water.

But, the competitors may not have the marketing muscle of Coca-Cola, which will make the drops available wherever Dasani bottled water is sold.

Dasani Drops, which will cost about $4, will start hitting shelves in early October. The company is starting with four flavors, but is already planning to introduce additional flavors next year. Each bottle has about 32 servings.

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