Coca-Cola Takes On La Croix with a “Big-Bet Brand”
For the first time in over a decade, Coca-Cola is launching a new beverage brand, and it has the potential to deepen La Croix’s troubles still further.
AHA is a flavored sparkling water brand with zero calories and zero sugar. It comes in eight flavors, including lime and watermelon and apple and ginger. The news of Coca-Cola’s new brand launch sent La Croix’s shares down seven percent.
Meanwhile, Pepsi is seeing success with its own sparkling water brand Bubly, which launched last year.
“As the largest and fastest-growing part of the water business, mainstream flavored sparkling water is a segment we know we must double-down on,” Celina Li, VP, Water, Coca-Cola North America said in a press release. “AHA is our big-bet brand in this big-bet category.”