Coca-Cola has revealed new aluminum packaging for Dasani, which will roll out in the Northeast next month with more releases expected in the rest of the US next year. Coca-Cola is also debuting a new "hybrid" bottle for the water brand made of plant-based materials and recycled plastic.
Danone is releasing an Activia line of RTD live-cultured smoothies in the United Kingdom in two varieties featuring either orange or red fruit and vegetables. Danone reports the drink is free of added sugar and contains "billions" of live cultures.
Several beverage brands are increasing distribution including Pillars Drinkable Greek Yogurt, which is doubling its store count to approximately 1,500 and HFactor, which is adding 1,500 Walmart locations. MATI Energy is also expanding its store count by entering 45 additional Whole Foods locations across the Southwest.
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Consumer demand for healthy, fresh flavors is helping to drive the popularity of citrus ingredients in the beverage market. "In a beverage formulation, adding juice and/or pulp will help with enhancing the mouthfeel, the optical appearance of the product and will benefit flavor and taste delivery," says John Cavallo of Citromax.
Lipton has partnered with late-night host Andy Cohen for an Instagram Story video series featuring Cohen delivering relationship advice while sitting next to a bowl of Lipton RTD products. The campaign is reported to represent influencer marketing, rather than a product pitch.
Cookies have been a primary consumer identifier used by marketers for targeting purposes but, in the wake of privacy issues, will no longer be as readily available and will be replaced by mobile IDs and other people-based identifiers, writes Scott Howe. "In assigning the individual a unique ID that measures their activity across touchpoints and devices, marketers are able to tailor their advertisements to their target audiences and ensure the content the user is seeing is relevant and applicable to their needs and interests," Howe writes.