According to Coca-Cola in a press release
"DASANI... will give people across the country the power to create their own personalized taste experience by putting flavor at their fingertips. DASANI is... bringing something new and refreshing to the water category. DASANI DROPS is a zero-calorie liquid beverage enhancer that allows people to add a veritable burst of flavor to their water."
Coca-Cola says it believes the product category of liquid drops has big potential for growth. According to John Roddey, vice president of Coca-Cola's water, tea and coffee business in North America, “I think there’s an opportunity beyond just flavored waters." Roddey, according to AP
, says tea is the next big potential for liquid flavor drops.
reports that Coca-Cola is not the first company to introduce flavor drops. Kraft Food inc.'s zero-calorie MiO drops was introduced in March last year and pioneered the market for liquid flavor drops.
Coca-Cola is following Kraft Food's innovation in the liquid drops category. Roddey said the company realized that the category has potentials after the success of earlier brands. According to AP
, Coca-Cola is hoping to exploit the advantage of its larger scale. Dasani Drops, like MiO, has zero calories and is made from artificial sweeteners. Coca-Cola says
Dasani Drops will be packaged in a squeezable 1.9 fluid ounce bottle with a flip-top cap. Each bottle will contain 32 servings. From October, the four flavors will be available all over the country in retail locations where Dasani is sold.