Coca-Cola to push "Smoothies For Breakfast" agenda

Coca-Cola is set to work on convincing British consumers to consume smoothies or juices for breakfast, instead of the regular cup of tea or coffee. The strategy was unveiled by bottler Coca-Cola Enterprises, through a report last week, which looked at ways to boost sales over the next five years. The report includes a category titled ‘Complete the Meal’, which notes that a quarter of all drinks consumed are done so before 10 a.m. It asks: “How do we motivate people to make soft drinks, like smoothies, juices and other on-the-go products, part of their morning ritual in the same way as tea or coffee?”. The report also highlighted that there are no soft drinks in the UK designed as ‘relaxation’ drinks, as exist in the US and Japan – an absence it may seek to rectify. It also will look to promote soft drinks as a pick-me-up at work, tap into the ‘Daytime at Home’ category, and offer better packages for teenagers. The report notes that people want to be more healthy by drinking more water but that soft drinks can offer "refreshing, health and tasty alternatives." NamNews - Friday 28th June 2013