Clearly preparing 2 brand offspring

Beverage industry observers are keeping a close eye on troubled 'New Age' beverage company Clearly Canadian.In the next few weeks, Vancouver-based Clearly Canadian is expected to begin rolling out two products - Clearly 2, a two-calorie version of its flagship Clearly...

Beverage industry observers are keeping a close eye on troubled ‘New Age’ beverage company Clearly Canadian.

In the next few weeks, Vancouver-based Clearly Canadian is expected to begin rolling out two products – Clearly 2, a two-calorie version of its flagship Clearly Canadian brand, and Clearly Tea, a carbonated iced tea.

Declining sales

Once the darling of the glitzy New Age category, Clearly Canadian ran into declining sales last year as a host of aggressive competitors moved in and consumers realized the company’s products were not as healthy as they once thought.

Clearly Canadian has always traded on an image of being wholesome and healthy, but the beverage actually contains not many fewer calories than regular soda.

An 11-ounce serving of Clearly Canadian contains about 100 calories, while a typical 12-oz. serving of sugared soda contains about 160 calories.

Tight-lipped

Although company officials are tight-lipped about their marketing plans, a spokesperson confirms the launch of the two products is imminent.

Ken Koo Creative of Vancouver is Clearly Canadian’s ad agency.

Meanwhile, it seems the marketing and distribution partnership announced last March, between Clearly Canadian and Pepsi-Cola Canada Beverages, has been iced.

Under the terms of the agreement, Pepsi was to have distributed Clearly Canadian in all provinces except B.C.