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Coca-Cola expands reach

This article was originally published in The Tan Sheet

Executive Summary

Coca-Cola announces May 25 it will acquire Energy Brands Inc., known as glaceau, for $4.1 bil. in cash. Glaceau's, which owns brands such as vitaminwater,smartwater and vitaminenergy, will operate as a separate business unit within Coca-Cola North America. "This structure will allow glaceau to continue to win in the marketplace by maximizing its focus, speed, sales and execution capabilities," Coca-Cola says in a release. The transaction is expected to close in the summer, subject to customary regulatory review. Glaceau most recently introduced vitaminwater xxx to the marketplace. The product contains antioxidants acai, blueberry and pomegranate (1"The Tan Sheet" April 2, 2007, p. 14)...

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Dasani enhanced water

Coca-Cola announces May 31 the launch of Dasani Plus vitamin-enhanced flavor water beverages. The zero-calorie beverage comes in three flavors: Refresh + Revive, a kiwi strawberry flavor with 10% the recommended daily intake of vitamins B3, B6 and B12; Cleanse + Restore, pomegranate blackberry flavor containing 10% of the RDI per serving of vitamins E, B3, B6, B12 and 1 g of fiber; and Defend + Protect, orange tangerine flavor providing 10% of the RDI for vitamin E and zinc. Dasani Plus, in a 20 fl. oz bottle, will carry an SRP "competitive within the enhanced water category," the Atlanta-based firm says. Coca-Cola announced plans May 25 to acquire vitaminwater manufacturer Energy Brands (1"The Tan Sheet" May 28, 2007, In Brief)...

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Coke gets healthy: Coca-Cola North America is launching Diet Coke Plus, a sparkling, calorie-free beverage with vitamins and minerals, the company announces March 22. Each 8 oz. serving will contain 15% of the recommended daily value for vitamins B3, B6, B12 as well as 10% of the daily value for zinc and magnesium, the firm notes. Available nationwide in April, Diet Coke Plus will be comparably priced with other Coca-Cola products. The Atlanta-based firm says it will support the product with an "integrated marketing plan to drive awareness" and introductory communications with the tagline, "Great taste has its benefits."...

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