I was on my way home from Detroit last weekend, and I found myself in the food court at the Detroit airport. Looking for something to drink, I spotted a drink strangely similar to my idea for a new Coca-Cola product: a sparkling juice beverage. Called Dole Sparklers, the drink comes in four flavors, including Pomegranate Blueberry, Cranberry Raspberry, Orange Tangerine and Pink Grapefruit. According to a Dole press release posted on Salute to Soda, another soft drink blog, the Dole Sparklers line launched in Oct. 2006.
Always the curious one, I decided to give it a try. I picked out Cranberry Raspberry, paid for the 16.9-ounce bottle and opened it. It definitely tasted like cranberry and raspberry, but it definitely did not taste like juice. Examining the side of the bottle, I realized this "juice drink" is a low-sugar beverage that has only 50 calories per serving. For a diet drink, it was tasty, but it just wasn't what I was expecting from a juice company.
For my product idea, I would like Coke to launch sparkling juice in its true form, not a light "juice drink" probably designed to appeal to adults. The product would be full of flavor and would have plenty of natural vitamins and nutrients to make it healthy for children. If I stumble across any other similar beverages, I will be sure to post on those as well.
How does everyone feel about this? Is a carbonated regular juice still a viable product idea?
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I definitely think that there is room in the market for a carbonated juice beverage for kids. Right now schools are trying to cut down on the amount of soda that kids drink, and this would be a perfect way to do that. Kids would like the taste of a drink that is similar to soda while still getting the nutrients they need in the juice. I think it's a great idea, very feasible and marketable.
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