7UP Plus: More Details Emerge.

Cadbury's new fortified version of 7UP -- 7UP Plus -- will likely be "light red or pinkish" in color say bottlers. Graphics seen on paperboard can pack (photo). [Note: BD regrets use of fuzzy image; it was downloaded from Cadbury investor presentation on web and is only one available.] Caveat: packaging graphics may not be final. Having noted that, predominant color of graphics appears to be reddish-purple. Word "7UP" in white and "Plus" in yellow. Product called "Mixed Berry 7UP Plus." Graphics show images of strawberry and blackberry. "Splenda" logo on package.

Timing. Cadbury plans to introduce new product to 7UP bottlers at Aug. 17 bottler meeting. Competitor of Cadbury tells BD, "we've heard from the trade that it will be out August 26th." Other source says "late August." Same source says Cadbury has received "interest" from Wal-Mart. Product. 7UP Plus will be CSD with 15 calories per 12-oz serving; fortified with calcium/vitamin C; 5% fruit juice (BD 5/28/04). Concentrate price. Sources tell BD that 7UP Plus concentrate price will be higher than regular 7UP, due to costs of ingredients, including sucralose. BD unable to obtain exact number.