Sprite Coconut: Coca-Cola bringing ‘new brand touchpoints’ to the China
Under the concept of “adding real juice”, Sprite Coconut contains 2.5% of coconut water and is zero-sugar.
It was recently launched during the end of June throughout all channels across most of the provinces in China, and the firm is progressing on the distribution of the product throughout the country.
The recommended retail price is set at RMB$6 in convenience stores and RMB$4.80 in modern retail channels.
The new launch is to bring “new brand touchpoints to consumers through product innovations,” a spokeswoman said in response to FoodNavigator-Asia’s queries.
“The perfect mix of coconut and soda creates a tropical island feel and the package design highlights tropical island concept with elements of sea, beach, and coconut palm,” she said.
A-little-bit-more innovation
Elaborating on the company’s innovation drive, the spokeswoman said that the Sprite brand aimed to bring in various “a-little-bit-more” product innovations to Chinese consumers.
This is to further strengthen and extend the refreshing brand image, which has been reflected in the brand’s product innovation strategy in recent years.
She pointed to the example of Sprite Fiber + launched last year. The product is said to contain 7.5g of dietary fiber, which is equivalent to that of two apples, and can meet 30% of a person’s daily need for dietary fiber.
This year, the firm brought a twist to the flavor by adding the cucumber taste into the drink.
Personalised innovation
In addition, the spokeswoman pointed out that personalised, “products like me” are gaining traction amongst young consumers, which provides “huge opportunities for diversified product innovations” across all categories and are deemed to be valuable.
“Consumer preferences and needs vary tremendously in China, considering the country’s geographic, cultural and economic diversities. The macro-environment of consumption upgrading nourishes personalized consumer needs. Young generations in China are willing to pay more for ‘products like me,’” she said.
The firm plans to introduce more innovative product to fit in consumers’ different lifestyles in China.
The Coca-Cola Company currently owns over 20 brands and introduced more than 60 different beverage flavours in China, ranging from traditional tea, coffee, and dairy beverages, to the up-and-coming plant-based and sports drinks categories.
