Exitlog | Leaving Impressions

Soda Plus? Reaction to the news that soft drinks, fizzy pop, are up for reinvention.

Coca-Cola and PepsiCo often battle head-to-head for the soft drinks market. Now, with obesity very much on the agenda both companies are to introduce health-targeted pop. These new carbonated drinks, Coca-Cola’s Diet Coke Plus and PepsiCo’s Tava, are fortified with vitamins and minerals.

In this country we have only just seen the launch of Coke Zero, low sugar/great taste (an opinion not universally shared). There are also many varieties of Diet Coke including Lemon and Vanilla (briefly). There is also the outsider, Cherry Coke. Beyond Pepsi there is the much-hyped contender, Pepsi Max. Some would argue Coke would win in a penalty shoot-out. Still, the soft drinks market is profitable.

The industry is worth an estimated $68 billion in the US alone. In the UK and European drinks market the market is also large and competitive. With obesity increasingly an issue, these plus drinks just might make an impact. But, convincing the consumers is the real trick.

Reducing the calories, sugar content and upping the “health factor” can be seen as a cynical measure to widen the consumer drinks category. There are many opinions that diet drinks aren’t really healthy anyway — and that Diet Coke Plus and Tava are more marketing than sense. Waistlines, time and interest are sure to tell.