潜水简介：
可口可乐正在推出弗雷斯卡的新寻找，其无卡路里的苏打水，含有柑橘类味道，according to a company statement。
这beverage giant said the soft drink with the "distinct, grapefruit-forward taste" is not well-known among millennials. The goal is to reach out to this influential generation with a redesign of the product, which first hit the market in 1966.
"We realized we’re sitting on a potential gold mine," Ryan Hughes, the company's associate brand manager for Sprite and Citrus Brands, said in a release. "Fresca ... hits the sweet spot somewhere between a soda and a flavored sparkling water."
Dive Insight:
Coca-Cola's Hughes touched on a major reason for this rebranding move: The Fresca product is not quite a soda or a flavored sparkling water. Lettering on the 12-ounce cans calls it a "sparkling flavored soda." Such products area very popular niche现在，Coca-Cola选择了这一刻，让您可以向前推动Fresca。
亚特兰大饮料巨头表示，即使紫圈不含糖或卡路里，也没有作为饮食软饮料的销售。这可能是因为曾经心爱的饮食苏打水在选择更自然的，咖啡或运动饮料之类的更自然，友好的产品中不再受欢迎。
“自2008年以来，Fresca并没有对消费者说过任何东西，我们对年轻消费者的意识非常低，”Hughes说。“我们觉得在大约十年沉默后刷新是时候了。”
根据产品标签, Fresca Original Citrus contains concentrated grapefruit juice as the third ingredient, which may help to convey a healthier and more flavorful image than sugary sodas containing juice, or flavored waters with no juice added.这other two Fresca flavors —黑樱桃柑橘andPeach Citrus— also contain concentrated grapefruit juice, along with natural and artificial flavors, but the juice is further down the ingredient list.
壁画产品还含有阿斯巴甜，人造甜味剂比表糖更强200倍。近年来，消费者避免了它，部分原因是因为对其造成癌症的潜力的担忧。这National Cancer Institute has foundno evidence of a link between aspartame and the disease.
尽管aspartame是在实验室中制作的，并且不一定是今天的清洁标签倡导者的欲望，但它使紫外线无糖 - 这是一个重要的区别，因为整个食品和饮料的品牌预期新改造的营养事实标签，这breaks out the amount of added sugars在产品中。其他受欢迎的闪闪发光的味道苏打水在市场上use sugar or sucralose, or remain unsweetened.
其他大饮料制造商也在利用闪亮的饮料趋势，尽管大多数人都没有在他们的阿森纳拥有长期品牌。去年，百事可乐介绍IZZE FusionsandLemon Lemon，这是闪闪发光的果汁和柠檬水。他们与弗雷斯卡相同的市场点。
Still, Fresca provides a more flavorful option for sparkling beverages than LaCroix, which is the细分市场增长最快的品牌。While LaCroix,百事可乐的肿块, and雀巢sparkling spring water products grow more popular, some consumers might want more. In the case of Fresca, Coca-Cola said that the new-look product will be featured in point-of-sale advertising and targeted sampling in millennial hotspots such as co-working spaces and college campuses.
Coca-Cola has been on a quest to revamp它的饮料使它们更加有趣到千禧一代。饮食焦炭最近增加了新的口味和可以设计。而且，去年夏天，the company switched up Coke Zero with Coca-Cola Zero Sugar, which is basically the same product but with a flavor tweak to mimic original Coke. The Zero Sugar product has no calories and is sweetened with aspartame.
经过breathing new life into Fresca, Coca-Cola is banking on the recognition and positioning that the brand once had. According to Statista, about4.1 million people drank Fresca once a weekas of last spring, giving the brand room to grow.
