Coke plans to introduce new dairy drink in July-August called "Swerve," according to bottlers/industry executives. Product will be sold in 12-oz cans; retort processed. Will contain more than 50% dairy -- about 52% says source -- and therefore carry "Real" seal, use of which is administered by American Dairy Association. Current version of label graphics show figure of grinning cow wearing dark glasses. Source says formulation/package graphics are somewhat evocative of Coke's Slap dairy drink which has been in regional test and which, some say, has had better consumer feedback than Choglit, Coke's other dairy drink also in regional test. Coke bottler suggests Choglit was "too syrupy." Swerve will replace Choglit and Slap, says source.
Perspective. Coke will launch product late summer, for back-to-school. Bottlers are positive. Notes one bottler: "It's a healthy product, with low calories and fat, and it's a good alternative to chilled milk." Other bottler notes system has needed product like this for schools. Specifically praises new Coke North America retail chief Don Knauss for "his flexibility and understanding needs of marketplace and (being) responsive to bottlers and consumers." 3rd Coke bottler: "Good idea, big potential."
Product details. One source says Swerve is sweetened with HFCS and sucralose, which keeps calories at about 150 per can. Flavors: chocolate, vanilla/banana and blueberry. Those are same as Slap.
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