Coca-Cola taps water enhancer trend

Growth in the water enhancer category has prompted Coca-Cola South Pacific to launch two new water-flavouring products.

The flavoured water segment is growing at a rate of 15 per cent, and Coca-Cola has responded with the release of Powerade Sports Drops, a customised offering providing 'on-the-go hydration' for active males across a broad age range.

The drinks, which contain electrolytes, come in Mountain Blast and Berry Ice flavours.

Its other new addition is Pump Drops, a flavoured liquid product designed to give added value to bottled water.

It is the first water enhancer to launch in Australia under an existing water brand, as opposed to standalone offerings or new brands.

Targeted at health-conscious 18-34 year olds, Pump Drops add a sugar-free flavour blast to water in flavour choices of Strawberry Kiwi, Mixed Berry and Pineapple Coconut.