Coca-Cola South Pacific has announced the launch of two liquid concentrate water enhancers across its portfolio of brands in Australia, including Powerade Sports Drops, and Pump Drops. The new products are available in major grocery, petrol and convenience outlets nationwide in Australia.
A customised offering targeted towards active males across a broad age range, Powerade Sports Drops is available in two flavours including Mountain Blast, and Berry Ice.
Pump Drops is a sugar-free flavour enhancer that targets a narrower demographic (the 18-34 age group), and comes in three different varieties including Strawberry Kiwi, Mixed Berry, and Pineapple Coconut.
The company says the product offering signifies Coca-Cola’s commitment to diversifying choice for consumers. “The launch of our new Drops products further extends our commitment to present more choice when it comes to the beverages we offer, providing more innovative options to meet the consumer demand of our respective target audiences,” said Tracey Evans, Hydration Marketing Manager, Coca-Cola South Pacific.
The ejection into the Australian market comes off the back of the successful run of water enhancers in the US, which resulted in driving category volume growth for the company, and a 15% increase in the flavoured water segment. Evans says: “We see growth potential for both products similar to what we have already seen in the US, making this a very exciting time for water in the Australian market.”