The Coca-Cola Company announced plans to launch a new line of Aha sodas in March 2020.
For Coca-Cola, the creation of a new brand will be the first in thirteen years. The company expects Aha to appeal to both carbonated drink drinkers and non-smokers through inclusive and engaging marketing.
“When shoppers browse the soda aisle, they are looking for interesting and affordable flavors that offer a refreshing treat. They are also drawn to fun, vibrant brands with a personality,” said Julie Sivemuke, Director Coca Cola North America. The company notes that when creating the brand, they were guided by the fact that viability and positive potential were at the head of its philosophy.
Under the Aha brand, eight different drinks will be produced, each of which will consist of two flavors. These will be various combinations: “lime + watermelon”, “orange + grapefruit”, “peach + honey”, “blueberry + pomegranate”, etc. Two drinks - “cherry + coffee” and “citrus + green tea” will be produced with caffeine . New products will be produced only in aluminum cans, without the use of plastic packaging.
Coca-Cola notes that before the final selection of flavors for the new line, about 800 options were tested, as a result, 50 combinations made it to the final list, from which the top 8 were selected. The company spent about six months to develop and launch a new brand. The company expects to double sales in the fast-growing flavored soda segment with the launch of a new line.
Earlier it was reported that Coca-Cola is preparing to launch updated versions of still water under the Smartwater brand in 2020. The new line will include lime and cucumber, mint and watermelon, pineapple and kiwi flavors and some others. Thanks to the launch of new products, the company expects a new increase in sales. Since 2017, the manufacturer has been relying on new or updated flavors - their share in Coca-Cola's turnover has increased from 15 to 25%. Experts note that the launch of new products, including those with a reduced content of harmful substances, is becoming an increasingly common practice for Coca-Cola and PepsiCo against the backdrop of declining consumption of carbonated drinks in the US and other markets.