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Glaceau brings low calorie to the next level

BY Allison Cerra

WHITESTONE, N.Y. Less than one year after debuting its 10-calorie per serving beverage, Glaceau is keeping its flavor with vitamins, nutrients and no calories.

New Vitaminwater Zero is an enhanced-water beverage sweetened with Truvia, a high-purity extract of the stevia leaf, for great taste. Additionally, a range of important vitamins and nutrients, including B vitamins, vitamin C and added electrolytes (calcium, magnesium and potassium).

“Vitaminwater Zero complements the Vitaminwater base brand very nicely,” said Matt Kahn, SVP marketing for Vitaminwater. “Vitaminwater Zero provides an ideal option for calorie-conscious consumers looking for a great-tasting beverage with  the added benefits of vitamins and electrolytes.”

Vitaminwater Zero will be available in 20-oz. bottles on shelves nationwide early next year, and will feature seven flavors, including: XXX (acai-blueberry-pomegranate), Multi-V (lemonade), Essential (orange-orange), Mega-C (grape-raspberry), Go-Go (mixed berry), Recoup (peach-mandarin) and Revitalize (green tea).

KelloggsDRSNhttp://www.centerstoregrowth.com

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Coke goes green with ‘PlantBottle’

BY Allison Cerra

ATLANTA Coca-Cola’s newest green initiative hit store shelves on Monday, the beverage maker announced.

The “PlantBottle” packaging, a recyclable plastic bottle made partially from plants, is now available in 500-mL and 2-liter sizes. For the PlantBottle packaging in the United States and Canada, up to 30% of the content in the PET plastic comes from plants.

Coca-Cola said its goal is to produce 2 billion of the by the end of 2010.

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What’s Hot: Coke pops out slim can

BY DSN STAFF

NEW YORK —Addressing consumers’ desire for lower-calorie beverages and reduced-calorie portions, Coca-Cola has introduced a 90-calorie slim can version of its classic cola. The new cans contain significantly smaller servings than Coke’s traditional 12-oz. cans, which contain 140 calories.

The 7.5 fluid-oz. mini cans will be test marketed in Washington, D.C., and New York City in December. Coke plans to expand to a national rollout in March 2010 and to add 90-calorie cans of additional brands, including Fanta Orange and Sprite, as part of that rollout. All will be available in eight-can multipacks and will not be sold individually.

The introduction of the mini cans is “part of a broader effort to adjust to the demands of consumers trying to make better decisions,” according to a statement released by Coca-Cola.

Consumers have been migrating to lower-calorie beverages since the 1990s. Coke’s carbonated beverages were off 3% last year, according to the company’s 2008 annual report, and the percentage of noncarbonated and low-calorie beverages rose from 11% in 2000 to 22% in 2008.

Controlled portions have been successful in the snack category; it could be a smart strategy for keeping consumers interested in carbonated beverages as well.

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