Coca-Cola's advance into orange soda-is bad news for Sunkist,which holds a l.5% share of the soft drink market,and Crush(around 1%).Coca-Cola began testing Minute Maid Orange Soda in Canada last summer. Some analysts think it will quickly challenge Sunkist as the top-selling orange drink.
The sleeper among the products might turn out to be Cherry Coke,which contains no fruit juice at all. Emanuel Goldman,a beverage analyst with Montgomery Securities in San Francisco,says Cherry Coke has captured shares of 4% to 8% in test markets. The drink probably won't do as well when it is rolled out nationally,since consumer coupons and price promotions have been helping it along. But Goldman believes Cherry Coke could eventually displace Dr Pepper as the nation' s fifth-best-selling soft drink.
Why is Cherry Coke described as the "sleeper"?
Because it has captured shares of 4% t0 8% in test markets which is considerably high compared to other products,though it contains no fruit juice.