Bubly Introduces 'Bubly Burst' Sparkling Water Line

Bubly Introduces 'Bubly Burst' Sparkling Water Line

News by Roberto Orosa
Published: March 19, 2024

Bubly is set to launch "Bubly Burst" sparkling water, a new product line that marks the brand's first expansion in six years, a move aimed to capture a larger share of the booming sparkling water market.

Featuring six flavors, including triple berry, peach mango and watermelon lime, Bubly Burst promises the "fun of soda" with only 10 calories or less and no added sugar.

Bubly Burst Sparkling Water
Three of Bubly Burst's New Flavors | Source: PepsiCo

With consumers increasingly gravitating towards healthier beverage options, Bubly Burst aims to meet their evolving preferences by offering a sweeter twist to traditional sparkling water.

A Sweet Entry Into the Sparkling Water Market

With the sparkling water market becoming increasingly crowded, PepsiCo, bubly's parent company, is betting on Bubly Burst to carve out its niche and appeal to consumers seeking unique, better-for-you beverage options.

Despite facing stiff competition, PepsiCo sees its extensive distribution network and marketing prowess as key advantages in driving Bubly Burst's success.

“We decided, why don’t we take a crack at the competition,” Bubly CMO Todd Kaplan told Modern Retail.

"We think we have a really great proposition to meet those needs when you look at what the consumers are looking for and what Bubly brings to the table."

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To support the rollout of Bubly Burst, the beverage brand has devised a comprehensive multi-channel marketing campaign which includes a mix of TV commercials, out-of-home (OOH) advertising and social media promotion to raise awareness and drive consumer engagement.

Bubly Burst will hit the shelves nationwide on March 25.

Meanwhile, Coca-Cola may potentially buy the healthy soda brand Poppi.

Editing by Katherine 'Makkie' Maclang

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