Keurig Dr Pepper Chairman and CEO Bob Gamgort announced new product lines for brands Dr Pepper and Bai during an earnings call with Wall Street analysts this morning as the company reported fourth quarter earnings. Here are highlights of the launches:
DR PEPPER ZERO SUGAR. As anticipated, Dr Pepper will be extended into a Zero Sugar variant with a national launch in March. Dr Pepper Zero Sugar will be sweetened with aspartame and acesulfame potassium (the same combination used for Coca-Cola Zero Sugar and Pepsi Zero Sugar). The Dr Pepper Zero Sugar line will include Dr Pepper Cherry and Dr Pepper & Cream Soda. Diet Dr Pepper will remain in the portfolio, a spokeswoman told BD, adding that Zero sugar is expected to be additive to the trademark. Starting in April, the Zero Sugar launch will be supported with a full media campaign, including national broadcast, digital and shopper marketing among other channels, the spokeswoman said. PERFORMANCE. In 2020, Dr Pepper volume increased +12% while dollars grew +14% at retail. Diet Dr Pepper grew volume and dollars by about +17%.
BAI BOOST. To be launched nationally in March, Bai Boost will double the caffeine found in core Bai, a KDP spokeswoman told BD. An 18-oz bottle will contain 110mg of caffeine, which is about the amount found in a cup of coffee. The caffeine is from white tea extract. Flavors will be Buka Black Raspberry, Togo Tangerine Citrus, and Watamu Strawberry Watermelon. Like core Bai, the product is a flavored and enhanced still water with 10 calories per bottle. The drink will be line priced with core Bai. The company is looking to meet consumer desire for an energy boost from still water, the spokeswoman said. PERFORMANCE. Last year, the Bai brand grew +0.1% as dollars declined -2.7%.
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