Stewart's soon launches new five-flavor line of premium "sparkling diets," called "S." Product will be packaged in proprietary 11-ounces glass from Vitro. Sweetened with ace-K/sucralose; Stewart's claims 12-18 month shelf life. Stewart's CEO Sam Simpson says "S" targets teens-to-40s females and males 35+. Simpson: "We think this is even a bigger idea than our core brands. There are a lot of consumers who want a no-calorie product with a lot of taste." Simpson says focus group results were "outstanding." Adds, "we've shown ("S" line) to two retailers. One has already authorized it for 1500 stores, the other for 500." Opportunity. Simpson predicts volume for 2000 of 1 mil cases and 3 mil cases in 2001, "we hope."

Launch. Stewart's will launch new product on March 30 with Triarc-owned Pacific Snapple and in New York with Triarc's Mr. Natural in early April. About 60% of Stewart's overall volume moves via Snapple distributors. Simpson says initial focus will be on cold-bottle accounts. Company will use sampling, p.r., trade press ads and new web site (www.sdiets.com). When sales "reach target goal," radio/outdoor ads will be added.

Why new name? New "S" line's identification with Stewart's will be subtle. Asked why, Simpson says: "We wanted a completely separate platform. Stewart's is built around nostalgia, and there's nothing old-fashioned about 'S.'" Cannibalize Diet Rite? Third tier bottler -- who handles Triarc's Diet Rite says -- says he's "not particularly worried" about "S" cannibalizing Diet Rite; explains Snapple distributors mainly do up-and-down the street and Diet Rite "is mainly a supermarket brand."

Details. Simpson describes product as "more of a flavored sparkling water than a traditional diet CSD. We're calling it, 'sparkling diet.'" Product will be available in five flavors: Wild Cherry, Orchard Peach, Ruby Red (grapefruit), Black Raspberry and Vanilla Cream. Royal Crown makes concentrate for four fruit flavors; Whittle-Mutch makes vanilla cream. Packages. Available in 11-ounce single-serve and 4-packs.