Silly Coke

The Coca-Cola Company has a new version of Diet Coke called "Diet Coke Plus" loaded with vitamins and minerals. Never mind that this version of Diet Coke is sweetened with a blend of aspartame and acesulfame potassium, each 12-ounce serving provides 25% of the daily value for niacin and vitamins B6 and B12, and 15% for zinc and magnesium.

The Coca-Cola Company is on a tear lately with its stock up almost 30% from its 52 week low. New leadership has shaken the company from its doldrums, expanding beyond its core carbonated soft drinks. The company now produces and markets a wide variety of beverages including energy drinks (Full Throttle), juices (Minute Maid and Odwalla), sports drinks ( Powerade), tea and coffee (Haru Green Tea) and bottled water (Dasani and vitaminwater).

The "re-formulation" of the parent company to the flagship Coke brand is being driven by market forces. While carbonated soft drinks still dominate the overall market, the big growth gains are being made by water and energy drinks. In the last year, total carbonated volume dropped by about 1% percent whereas bottled water volume increased by 10% and energy drinks grew by about 50%. Like most everything else in the packaged goods and food/beverage categories these days, growth is being driven by the health and wellness trend. For more on the US beverage market, visit Beverage Daily -- link

Positioning Diet Coke as a "wellness" product is hardly a crime -- certainly less of a stretch than if Absolut Vodka claimed that a screwdriver cocktail is healthy because it is made with orange juice. Positioning Diet Coke Plus as a wellness product though is superfluous if not downright silly. Most Americans eat a nutrient-rich diet and do not risk malnutrition or serious vitamin deficiencies. If you have any doubts about your vitamin B intake, eat more whole grains, avocados, corn, bananas, nuts and dairy. And, if you're not vegetarian, eat lean meat and fish.

While Diet Coke Plus will unlikely cause you harm, it probably won't do you much good either. Next time you want a quick vitamin B boost, leave aside the silly marketing and have a banana with peanut butter and a tall glass of milk.

Trust me, you'll be fine.