Cadbury May Introduce 'Fortified' Version of 7UP — '7UP Plus' — Later This Year. 'Very Positive.'

Industry executives say Cadbury is working on 7UP line extension for likely introduction late summer or early fall. Timing/formulation said not final yet. But executives say product will likely be "fortified" with Vitamin C and calcium and will be "low-cal." Several executives suggest that means less calories than Coke's and Pepsi's mid-cals which have about 50% calorie reduction. One says, "it's 15 calories" (per 12-oz can). Name at this point said to be "7UP Plus." One bottler describes fortified 7UP as "top-secret project." Executive says new product will likely be berry-flavored; 7UP Plus may also be introduced in multiple flavors. One bottler says at least one version of new product "ought to be lemon-lime, since consumers know 7UP as a lemon-lime." Sucralose said to be at least one sweetener. Enhanced CSDs. Historically, CSDs have generally not had added health ingredients. Coke tested a calcium-fortified version of Tab in 1986 in San Diego, but it did not stay in market long. Some of the energy drinks contain vitamins, but mainstream soft drinks, for most part, do not.

Views. Bottlers: 1) "It's a good idea. 7UP needs something dramatically new." 2) "It's the kind of product whose time has come. If the taste is good, it should work well." 3) "This is very positive, it could move the 7UP trademark forward. I like the idea of a flavor extension with functional benefits." 4) "Low-cal is better than mid-cal." 5) "This is a good idea, and (Cadbury Americas Beverages chief) Gil (Cassagne) deserves a lot of credit."