Coca-Cola Enterprises (CCE) is looking to make a splash in the fertile still drinks category with a contemporary range under its Oasis brand.
The move is a timely one as carbonate sales continue to take a dive. Consumers are switching from carbonates to still options they perceive to be healthier.
Oasis Fusion, which will be launched on Monday (March 13), is a bid to give its juice drink brand a more grown-up image and will target 16 to 35-year-old women looking for adult flavours in healthier formats.
Two distinctive juice and water blends have been created - passion fruit & vanilla and berry & elderflower - both contain no added sugar. Coca-Cola derives most of its profits from carbonates but last year announced it would widen its still portfolio.
Rival Britvic announced that carbonated drinks suffered their severest decline yet during the past two months at the expense of better-for-you drinks.
According to ACNielsen, while the market for carbonated soft drinks fell in value by 0.7% for the year ending October 1, 2005, non-carbonates recorded a 6.4% increase. Oasis contributed to this rise with sales last year up 22.8% to £51.4m.
A soft drinks buyer at Sainsbury confirmed a rise in sales of healthier drinks, but added that over the past four weeks the chain had also experienced a slight upturn carbonated drinks sales.
Fusion is supported by a £3m package, including an
Stefan Chomka