Dr Pepper Expands 10-Calorie Line

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Dr Pepper Expands 10-Calorie Line

12/19/2012

PLANO, Texas -- Dr Pepper Snapple Group Inc. believes 10 is the magic number.

The No. 3 U.S. soft drink company in January will launch 10-calorie versions of its 7-Up, Sunkist, Canada Dry, RC Cola and A&W Root Beer brands. The new sodas will complement its existing Dr Pepper 10.

Dr Pepper Snapple believes the 10-calorie sodas will serve customers who don't want to consume high-calorie beverages and who don't want to suffer a possible taste decline that diet sodas can provide.

According to the Associated Press, the soon-to-launch 10-calorie sodas contain a sweetener mix that has just enough high-fructose corn syrup to overcome taste reservations consumers have with diet sodas.

Dr Pepper Snapple is not alone in its effort to manufacturer low-calorie, good-tasting sodas. The Coca-Cola Co. has tested mid-calorie versions of its Sprite and Fanta beverages, while PepsiCo launched its Pepsi Next soda.

Larry Young, CEO of Dr Pepper Snapple, told the AP he was confident the new line of sodas can win back consumers who quit or cut back on soda consumption to reduce caloric intakes.

The news soda line will be available at select retail locations in January. Dr Pepper Snapple will launch a large national advertising campaign in March intended to appeal to both sexes and play off the theme of "Get Both."

Diet sodas currently account for 20 percent of Dr Pepper Snapple's shares, reported the AP. Young hopes that figure will rise to between 40 to 50 percent in the near future.