Coca-Cola ‘Total Beverage Strategy’ Exhibit At California Expo Includes ‘Smoobucha’ and ‘Honest Tea’
Coca-Cola Company is set to unveil six new products at the Expo West Natural Food and Beverage Trade Show in California, including its "Smoobucha" and "Honest Tea" drinks. The unveiling is part of the drinks giant's "total beverage strategy" that was announced in 2017.
According to the Atlanta Business Chronicle, the new beverages feature healthier flavor combinations that cater to a generation in search of more nutritious food and drink options.
Among the new products, Coca-Cola will unveil is the Smoobucha, a smoothie-kambucha combo drink that was created by Odwalla, the provider that Coca-Cola Co. acquired back in 2011. This drink combines pasteurized kombucha with healthy smoothies that come in three flavors: apple & greens, berry & ginger, and citrus & guava.
Another company acquired by the Atlanta-based drinks mammoth in 2011 is Honest Tea. This segment will also unveil new products that highlight the company's expansion into "organic juices."
Other products on the list are Topo Chico, Simply, which will launch orchard berry, strawberry banana, and mango pineapple for its smoothie brand, and ZICO Coconut Water, which is set to add five new flavors under its Coco-Refresh arm.
Finally, Coca-Cola will feature Hubert's blueberry lemonade favor that was previously launched in February. Hubert's was acquired by the drinks company from Monster Beverage Corp. in 2015.
Previously, Coca-Cola reported that Topo Chico saw good sales in the first quarter of 2018. The company has not yet reported on the brand's records for the latter half. On the other hand, Topo Chico will receive a new packaging option for sparkling mineral water. The brand will also sell 6.5ounce 6-packs for $4.99 starting June of this year.
Meanwhile, the beverage firm explained the reason behind its decision to invest in a team made of over 15 people. The company said its integrated marketing communications team was created for the purpose of improving internal expertise in terms of creativity.
According to Mediatel, Coca-Cola defended its team at the Future Brands Sydney briefing last week amid accusations that the decision was made as part of an in-housing exercise. Content Lead for the company's South Pacific arm, Adam Ross said of the issue, "We do not make anything in-house. I don't have anyone making TV ads and we are not buying media ourselves."
Ross further explained that Coca-Cola's IMC team includes "very experienced and capable" people who will help the drinks giant have a better understanding of consumer decisions and what kinds of marketing strategies will work best.