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Diving overview:
- Coca-Cola is relaunching Mexican soft drink brand Barilitos in the United States, starting with California and Texas. Additional expansion into Nevada and Oklahoma is likely in the near term. Barrilitos was discontinued several years ago after Coca-Cola listened to consumer feedback and decided to focus on other imported brands, the company said in an email to Food Dive.
- Beverage Manufacturer Says Barrilitos appeals to those who crave nostalgia, a connection to heritage and authenticity, vibrant taste and quality. Barilitosdebuted Founded in 1938 in Monterrey, Mexico, acquired by Coca-Cola in 2008.
- Coca-Cola says its fruit drink is getting a new formula. The company declined to reveal specifics about the revamp, except that it would appeal to a new generation of consumers.
Dive Insights:
Hispanic consumers are a rapidly growing segment of the population with money to spend, and CPG companies are taking notice.
According to a report from Circana, Hispanics are driving 16% of total consumer packaged goods (CPG) growth in the United States. The data company said Hispanics make up one-fifth of the U.S. population and will account for 71% of national population growth between 2022 and 2022. At the same time, more than 25% of Gen Z and Gen Alpha identified as Hispanic, demonstrating the long-term potential of the Hispanic consumer group, Circana said.
Re-launching barrel In the United States, Coca-Cola took notice of this drink. appeal Targeted at multicultural Generation Z, millennials and families. This broad consumer base allows Coca-Cola to immediately target a wide range of audiences, especially younger consumers who are looking for new flavors and increasingly taking control of their consumer spending. barrel Barrilitos competes with Jarritos, another glass-bottled Mexican soda found in the U.S., but Coca-Cola’s deep pockets and vast distribution network could help Barrilitos close the gap.
“Barrilitos is evolving to meet the needs of new generations without losing its rich history,” says Maria Correa. barrel The Coca-Cola brand said in a statement. “We gave Barrilitos a new brand identity while preserving the classic flavors and traditions that have made it a favorite in Latino homes. This relaunch is an invitation to experience Barrilitos and celebrate its heritage in a whole new way.”
Produced in Mexico, Barrilitos come in four flavors: Mandarina (mandarin), Manzana (apple), Piña (pineapple) and Ponche de Frutas (fruit punch) and are packaged in twisted glass bottles.
With the relaunch of Barilitos, Coca-Cola will likely look to capitalize on some of the characteristics that made the Topo Chico brand successful.
Coca-Cola is moving aggressively to diversify its beverage portfolio and reduce its dependence on sugary drinks, investing approximately 220 million in 2017 to acquire Topo Chico, a Mexican sparkling water brand with which it has worked closely for nearly 100 years. I paid dollars.
Over the next few years, Coca-Cola gathered strength, significantly expanded Topo Chico’s distribution beyond its core market of Texas, and launched it into new beverage categories, including sparkling water made from fruit juice and herbal extracts, and Coca-Cola’s Alcohol. We have partnered with Molson Coors.
Coca-Cola targets Hispanic markets barrel It is being relaunched for the first time in Texas and California. The company may then decide to bring the brand to other parts of the country.
barrel It’s also made with fruit flavors and cane sugar, which should give the drink a healthier perception than what’s found in traditional sodas, including Coca-Cola. One of the reasons Topo Chico has thrived is because consumers can get a better drink without losing the carbonation they covet.
