- THE MAGAZINE
- VERTICAL MARKETS
The Double Cola Company is launching natural products Coconut Water and ZILI Tea. Double Cola’s business development team will kick-start the products through abundant sampling and vibrant marketing at the leading trade show for natural and organic products. Both MINOKU Coconut Water and ZILI Tea are two of three new age lines introduced by Double Cola within the last year.
After several years of research and development, Double Cola decided in 2013 to take the plunge in introducing three new-age product lines, lines that are outside the company’s historical soft drink market. The first to enter the market was QUAD Energy, a line of high-quality, low cost energy drinks that hit store shelves in fall 2013. Now, it’s time for Coconut Water and ZILI Tea. Coconut Water is 100% all natural coconut water made from ethically-sourced, fresh, young coconuts in Thailand. ZILI Tea is a line of naturally flavored, functional teas infused with 25% of consumers’ daily recommended intake of B vitamins. It made sense for Double Cola to launch the two natural brands together because both were developed to be naturally flavored, functional, high-quality options for new-age buyers.
MINOKU Coconut Water is available in 520mL and 350mL cans, and ZILI Tea is available in 16-ounce glass bottles. In most cases, both brands will be sold single-serve. However, the products are packaged so retailers can sell them in cases if they so choose. ZILI has 12 bottles per case, and MINOKU has 24.
Double Cola has made several investments to prepare the new-age brands and ensure sustainable growth. New personnel were hired to develop, market, and sell only Coconut Water and ZILI Tea. The company also purchased a variety of hard and soft point-of-sale tools, such as wire racks, shippers, and various in-store signage. Double Cola’s marketing team will organize localized promotions for new markets.
Double Cola notes that the company’s focus on soft drinks has not changed though; strong opportunities have simply been added to expand Double Cola’s product offering to meet the changing needs of today’s consumers.