PHOENIX -- The Coca-Cola Co. said it plans to launch a new version of Diet Coke with vitamins and minerals this year, according to a Wall Street Journal report. The new drink, called Diet Coke Plus, contains niacin, vitamins B6 and B12, magnesium and zinc. Like regular Diet Coke, it is calorie-free.
The Atlanta-based beverage company showcased the drinkwhich bears the familiar Diet Coke silver and red label, but with a blue ribbon and the word "Plus" in rainbow lettersat a Consumer Analyst Group of New York conference in Phoenix.
A company spokesperson told the newspaper that the drink will hit stores this year.
Coca-Cola North America also said, as part of an industry initiative, that it will continue the rollout of expanded U.S. nutrition labeling to include caffeine content on all of its beverages containing the ingredient.
It has already included caffeine labeling on its Full Throttle and Enviga packaging, and will roll out the new labels on its other brands, starting with cans of Coca-Cola Classic in May, and expanding to other brands and packages during the remainder of the year. The time at which the revised labels reach store shelves will vary by brand and by region as U.S. bottlers use up existing inventories of packaging.
The new packaging labels will provide the exact amount of caffeine in each serving. The inclusion of caffeine content information is an additional voluntary step taken by The Coca-Cola System. In 2005, Coca-Cola North America introduced labeling that provides consumers with nutrition information for a standard 8-oz. serving as well as for the total of a single-serve package.
Meanwhile, Purchase, N.Y.-based Pepsi-Cola North America has announced plans to launch Diet Pepsi MAX, a zero-calorie cola with extra caffeine and a touch of ginseng. It is sweetened with a blend of aspartame and acesulfame potassium.
Available in 20-oz. bottles, two-liter bottles and 12-packs of 12-oz. cans, Diet Pepsi MAX will be sold at retail stores nationwide, hitting shelves in June, the company said. The national rollout will be supported by a full slate of advertising, marketing and in-store activity. Diet Pepsi MAX joins Pepsi-Cola North America's portfolio of 13 colas that includes caffeine-free, diet and flavored versions.
Diet Pepsi MAX is intended for 25-34 year-old diet drinkers, the company said, as well as for transitionersthose making the switch from regular colas to diets.
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