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New Bubbly Beverage Takes Soft Drinks Industry By Storm

April 1, 2017: 12:00 AM EST
Carbonated beverage lovers in the U.S. have jumped on the bandwagon of an industry phenomenon known as Sparkling Ice, and in the process are redefining America’s drinks business. This development should dismay traditional soda makers because the brand is attacking the very foundation of their product offerings, and it’s succeeding. Sold in elongated plastic bottles in a variety of lively colors and flavors, Sparkling Ice, backed by a $37 million marketing campaign, is nearing a billion dollars in annual sales. It offers a serious alternative to Coca-Cola and Pepsi: a healthier fizzy drink – no sugar, just sucralose – in multiple flavors that is also a substitute for flat water. “It’s a perfect storm of timing for us,” says chief marketing officer Brian Kuz. [ Image credit: © Sparkling Ice  ]
Dale Buss, "Look Out, Coke and Pepsi! Here Comes Sparkling Ice", CPG Matters, April 01, 2017, © CPG Matters
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