Coca-Cola is entering the “on-the-go” squash market with a new product called Oasis Mighty Drops, a juice-drink concentrate that will be available in three variants when it goes on sale in mid-May.
This is the third juice-drink concentrate to launch in the past few weeks with both Vimto and Britvic launching their own “water enhancers”. Vimto’s Squeezy and Britvic’s Robinsons Squashed are also designed for the on-the-go market.
Coke is backing the launch with a marketing campaign that includes a TV ad debuting on UK screens on 1 May.
The company said Oasis Might Drops is designed to “bring teens and young adults to the [Oasis] brand”.
The product is part of a broader redesign of the Oasis brand, including an overhaul of the visual identity, new pack design and product development, including a new variant called Oasis Pineapple Rush. In addition, Oasis’ Summer Fruits and Citrus Punch variants will also be available in a new 6x250ml lunch box pack format from next month.
Oasis Mighty Drops will be sold in 56ml packs in Mixed Berry, Mango and Raspberry Lemonade flavours and backed by a TV commercial that will take an “amusing look at overnight celebrity culture”. It can be added to water while “on-the-go”.
The packaging is designed to fit easily into consumers’ handbags or gym bags.
Oasis will compete in a market dominated by Robinson’s (both Ribena and Robinson’s launched similar products earlier this year). Sales of squash grew 3.8% year-on-year to £534.3m in 2013, according to the 2014 Britvic Soft Drinks Report.
The same report also states that juice drink sales grew 11.5% to £652m last year – however the convenience/wholesale channel saw value sales peaks of 15%.
•Look out for our soft drinks feature, in the May issue of Wholesale News