Beverage brand eyes growth with TEN extension

The Dr Pepper Snapple Group is looking to build on the success of last year’s introduction of Dr Pepper TEN by extending the low calorie franchise to its other leading brands.

Dr Pepper has introduced 7UP TEN, A&W TEN, Sunkist TEN, Canada Dry TEN and RC TEN. Each of the products is a 10 calorie version of the company’s five most popular soda brands. Dr Pepper made waves in the beverage world last year with the introduction of Dr Pepper 10 and its unique blend of caloric and non-caloric sweeteners. The product was introduced to appeal to males consumers age 25 to 39 who are regular soda drinkers. The company’s research showed they were interested in a lower calorie option that wasn’t branded as a diet drink. The launch of Dr Pepper TEN was successful and is enjoying strong trial and repeat purchase rates, according to the company. Likewise, the five new TEN products were tested throughout 2012 in several markets and have received a strong response, with 40% of sales incremental to the soft drink category.

"We truly believe we’ve hit the sweet spot with our TEN products, providing both a fully satisfying flavor and low calories," said Jim Trebilcock, EVP of marketing for Dr Pepper Snapple Group. "This new platform gives shoppers a great tasting experience and a reason to visit the soda aisle and enjoy the brands they love more often."

The five new TEN products were available selectively in January. A wider rollout is underway with the brand looking to activate consumers in March when it unveils a new ad campaign.