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Coca-Cola to launch ‘glaceau smartwater’

London - Coca-Cola is expected to launch a new product - “glaceau smartwater” - in Britain, aimed at the country's 1.4 billion pound ($2.4 billion) bottled water market, a decade after its Dasani brand failed in the region, The Times reported on Friday.

Coca-Cola GB, which also owns Fanta, Sprite and Dr Pepper, will spend 3 billion pounds to promote the launch in August, the newspaper said.

Jon Woods, general manager of Coca-Cola GB & Ireland, told The Times it had learned its lesson from the experience with Dasani, which was made from purified tap water from Sidcup yet sold at a then-premium price of 95 pence.

Woods told the newspaper that although glaceau smartwater would be a premium product, it would be sold “without the premium price”, and that it would be made from natural spring water.

The recommended retail price for a 600ml bottle would be 57 pence, the same price charged by rivals for a 500ml bottle, while an 850ml bottle would sell for 89 pence, the price of rival brands' 750 ml bottles, The Times reported.

Coca-Cola, which has 106 water brands, already sells glaceau vitaminwater, a range of fruit-flavoured drinks, in Britain.

The Times cited marketing industry sources as suggesting that the company was considering using Jennifer Aniston, who has been hired to promote smartwater in America, to promote the product launch. - Reuters

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