ATLANTA -- The Coca-Cola Co. is considering the launch of new packaging that will create ice inside a soft drink when it is opened. According to U.K. publication MarketingWeek, Coca-Cola is planning to use the technology to launch a super cold variant of Sprite that aims to extend its appeal to the urban youth.
The new drink will be called Sprite Super Chilled, and it could be launched in the U.K. as early as next year. Coca-Cola said it hopes the drink will tap into the trend for super cold alcoholic drinks, particularly beers.
Citing industry sources, MarketingWeek said the bottled drink has to be stored in a special vending machine that keeps the drink at a certain temperature. When the beverage is purchased, the consumer twists the bottle, which triggers a mechanism inside that creates ice made from the drink, so it is not diluted.
If Sprite Super Chilled proves successful, Coca-Cola plans to introduce the technology across its carbonated portfolio, such as Coke and Diet Coke, said the report.
The publication did not indicate whether or when Coca-Cola said it would roll the new technology out to the United States or elsewhere.
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