Coca-Cola Jumps Into Sparkling Water Segment With New ‘AHA’ Beverage
Coca-Cola (KO) announced it was getting into the popular sparkling water space with AHA, the beverage giant’s first new brand launch in a decade.
The company will launch eight flavors during its March 2020 introduction of the new brand. Flavors include lime, peach and honey, and cucumber and citrus, among others.
“As the largest and fastest-growing part of the water business, mainstream flavored sparkling water is a segment we know we must double-down on,” said Celina Li, vice president of water at Coca-Cola North America. “AHA is our big-bet brand in this big-bet category.”
Coca-Cola said it chose these eight flavors after running through a list of 800 potential flavors.
“Our partners told us, ‘We don’t need yet another lime- or berry-flavored sparkling water. We need something fresh and new that can help grow the category’,” said Julie Siwemuke, sparkling water director of Coca-Cola North America. “There are unmet needs for consumers in the category today, both for those who don’t drink sparkling water regularly today and for those who do.”
AHA will replace Coke’s Dasani Sparkling brand at retail. Dasani Sparkling has been on the market since 2014 and will continue to be available through other non-retail channels.
Sparkling water sales have seen double-digit growth in recent years, and Americans spent about $1.7 billion on sparkling water just at restaurants in 2019, according to Technomic.
“Sparkling water has had another very big year, and we are well-positioned to increase our presence in the category in a big, bold way,” Li said.