Coca-Cola's newest drink won't come in a bottle or a can. And people will only need a squirt or two to quench their thirst.
The world's largest beverage company is introducing next month its Dasani Drops, which can be squeezed into water for some on-the-spot fruity flavor. And Coca-Cola is betting there's big potential for growth.
"I think there's an opportunity beyond just flavored waters," said John Roddey, vice president of Coca-Cola's water, tea and coffee business in North America. Roddey says the next logical category for liquid drops would be tea, because drinks with higher sugar content are harder to turn into a liquid concentrate.
Flavor drops were pioneered in March 2011 by Kraft Food Inc.'s MiO, which has quickly spawned copycats, including by supermarkets that sell store-brand versions.
The drops are popular because their small, portable containers can be easily tucked into a purse or back pocket. And people can decide how much or little they want to squirt into their water, which is not the case with powdered drink packets. Each $4 bottle has about 32 servings, meaning people save money they'd spend on bottled teas or enhanced waters.
As with MiO drinks, Dasani Drops use artificial sweeteners and have zero calories.
Roddey says the plan is to sell Dasani Drops wherever Dasani bottled water is sold. The company is starting with four flavors, strawberry kiwi, mixed berry, pineapple coconut and pink lemonade, but aims to introduce more next year.