The biggest cola company will launch AHA in the United States, with the potential to expand globally. The company announced as American consumption of soda continues to fall, forcing Coke and its rival Pepsi to invest more in the marketing of their legacy soda brands and think of healthier alternatives.
The water which will be flavored or seltzer has become a popular alternative for consumers. While the drink is just a small fraction of the overall bottled water market, sparkling water is growing at a much faster clip than still water, which saw its volume increase only 4.2% last year.
According to CNBC, Coca- Cola Company is trying to position the new brand as different from the competition. Two of AHA’s eight flavors, Citrus + Green Tea and Black Cherry + Coffee, will contain added caffeine. But not too different: AHA will be sold in cans, not bottles.
The company which is based in Atlanta launched Dasani’s line of sparkling water in 2014, which will be replaced by AHA in retail stores. In 2015, Coke also launched a sparkling version of Smartwater. Coke will also introduce flavors to its nonsparkling Smartwater drinks in 2020. In 2017, it acquired Topo Chico, a sparkling mineral water brand with a cult following in Mexico and Texas.