Coca-Cola is plotting the launch of a new health drink which will claim to boost the drinker’s immune system and prevent cold and flus.
Called Defense, and described as the “hi-tech beverage”, the soft drink will be packed with vitamins and minerals, and is already available in drugstores in the US.
Defense comes in lemon-lime and orange flavours and is being test-marketed in drugstores as well as regular grocery outlets in Charlotte, North Carolina.
Coca-Cola Consolidated, Coke’s US bottler, says Defense is the world’s first hi-tech beverage and adds/ “The best offense against the cold and flu is a good defense, and this a good defense.”
Defense contains zinc, calcium, pectin and vitamins C, A, B2 and E. The company says that it is not claiming that Defense is a cure for flu but rather a nutritional supplement and so does not require Food and Drug Administration approval.
The drink uses FreshCan technology, which keeps vitamins and minerals dry and separate from the liquid until consumers activate the mixture when they open the can.
Coke Consolidated plans to review how well the product is received in Charlotte in the coming months before hard-launching it in 11 further states. Coca-Cola US is seeking to innovate in categories other than carbonated soft drinks because consumers are drinking less pop.
The company has launched three different energy drinks onto the American market in the past 12 months.