Ozarks first to get Dr Pepper's new Red Fusion

Ozarks Coca-Cola/Dr Pepper Bottling Company is the first Coca-Cola bottler of Dr Pepper in the nation to roll out Red Fusion, the first Dr Pepper flavor extension in the brand's 117-year history, according to a company announcement.

"We are delighted to be the first Dr Pepper bottler in the nation to introduce Red Fusion," said Edwin C. Rice, Ozarks Coca-Cola/Dr Pepper Bottling Company owner.

"This is an exciting addition to the Dr Pepper family, and because of the extensive research that was conducted, we know that Red Fusion will be well received by consumers. I have been in this business for quite a few years, and this is unquestionably the most significant development for the Dr Pepper trademark that I have ever witnessed."

Publicly announced last month, Red Fusion will initially be produced in Southwest Missouri in 20-ounce and two-liter plastic bottles, with 12-packs of cans to be introduced at a later date.

Red Fusion will be available nationwide in mid-July.

Red Fusion's flavor profile has a direct link to Dr Pepper heritage by using the latter's basic flavor.

Additional fruit flavors give Red Fusion its own unique flavor "profile" and "personality." "It's unlike any other soft drink," said Rice.

"Consumers are telling us they want unique, new, refreshing and smooth-to-the-palate carbonated soft drinks," said Jack Kilduff, Dr Pepper president and chief operating officer.

"Retailers, as well as our bottlers, have also expressed a desire for more innovative products," he added.

Red Fusion television commercials are slated to begin airing as soon as early August, based upon Red Fusion's distribution and availability. Radio and outdoor advertising also are under development.