COCA-COLA SHAKES UP PUNCH

HOUSTON -- Coca-Cola Foods here is rolling out a recharged version of its Five Alive citrus punch.

d Seattle markets, is designed to be a sweeter, smoother and lighter juice drink than the original Five Alive.

John Clendening, marketing director of new products, told SN re-energized Five Alive is part of Coca-Cola Foods' strategy to increase market share in every segment of the juice and juice drink category.

Juice drinks, Clendening said, have posted a 25% gain in unit volume since 1992. "It's really difficult for some moms to get their kids to drink a single-strength orange juice. They look at the orange drink segment as an alternative to that," he said.

Retailer response, Clendening added, has been favorable. He said every chain that has seen a presentation on the new Five Alive has accepted the line.

In addition to the 12-ounce frozen cans, Five Alive is available in chilled, 64-ounce, easy-to-grip plastic jugs. Suggested retail price for the jugs is $1.39, down from $1.59. The frozen juice carries a suggested retail of 99 cents.