It is hard to interpret this new move of soda giants. It could be a step in the right direction, or another corporate lie aiming at health-oriented people who would think they are making the right choice by consuming chemical-infused sodas that might not be so healthy for them in the long term perspective.
According to a recent publication in The New York Times, a new advertising battle is brewing between soft beverage giants Coca Cola and PepsiCo (Martin, 1). After the cola wars, the diet cola wars and the mid-calorie cola wars, a vitamin cola war is ahead. Diet sodas will be dueling to entice consumers with the promise of a little healthy extra in their glass.
Coca Cola plans to introduce a new brand of diet Coke with vitamins and minerals. The company is preparing for a spring or mid-summer launch of the Diet Coke Plus. PepsiCo is also ready to shoot. Their new Diet Pepsi Max will be infused with ginseng and more caffeine than the well-known, regular Diet Pepsi. The company is also preparing a vitamin counter-attack - Tava, which is expected to hit the shelves in June.
Both diet sodas respond to a growing market niche. The health and wellness industry boom created a new category of "functional beverages". ...