BOSTON - With approximately $6 billion in annual sales, Dr Pepper is the largest brand in Keurig Dr Pepper Inc.'s (KDP) portfolio. Two years ago, the brand became the second largest carbonated soft drink brand in the United States, according to Beverage Digest, and KDP management is charting a course to maintain that position and apply the strategies that propelled Dr Pepper to other brands within its portfolio.
"(Dr Pepper is) the No. 1 brand ... among teens today," said Timothy Cofer, chief executive officer of KDP, during a Sept. 10 presentation at the Barclays Global Consumer Staples Conference. "That's a good indicator of future health vitality of the brand. And we're a brand that very much invests in continuous recruitment ... to really fortify that share. In fact, year-to-date, we're on track for share growth, and when we achieve it, it will be our tenth consecutive year of market share growth on brand Dr Pepper."
Innovations that have helped drive brand growth include Dr Pepper Zero Sugar, Dr Pepper Creamy Coconut and Dr Pepper Blackberry.
"Dr Pepper is now the second largest zero sugar brand in the marketplace and over $1 billion in retail sales," Cofer said. He added ...