Coca-Cola's Targets C-Store Customers With New Drinks

Posted On: 1/8/2019

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ATLANTA -- Coca-Cola is focusing on the c-store market with its launch of several extensions of its existing brands along with new ones with the start of the new year, according to CPGmatters.
Hitting c-stores early this year are Far Coast cold-brewed-coffee, and new varieties of Dunkin' Donuts, Sprite, Simply Juices and Smartwater beverages, among other Coca-Cola newcomers.
According to the online magazine for consumer packaged good manufacturers, Coke sees c-stores as the channel of choice to deliver the ultimate product availability to Generation Z, whose oldest members now are in their early 20s.
Coca-Cola North America director of retail channel strategy and commercialization J.C. Harvey told CPGmatters that all the new products are available in single-serve formats which is an effective way to drive trial, because of its lower price point. (Vending machines are also  highly effective for driving trial).
Many of Coke's new beverages come in smaller packaging to meet growing consumer preference for smaller portions than the typical 20-fl.oz. size, Harvey added.
Keeping pace with the younger generation's ever-evolving demands for innovation and variety by mirroring what's sold in c-stores and other retail channels is increasingly vital in order for operators to remain competitive.
Click here to read CPGmatters article.