I first encountered Doc 360 at the National Association of Convenience Stores (NACS) Show in Chicago last fall. It's produced by WIS-PAK, a large Pepsi bottler out of Wisconsin. They came up with the formula on their own to distribute to markets looking for a Dr Pepper alternative, as they have manufacturing locations not only in "America's Dairyland," but also Minnesota, South Dakota, Nebraska, Illinois, Tennessee, and Mississippi.

I must say, I'm impressed by the packaging approach, in that it's not just another "Dr. [Fill in the Blank]". The drink looks contemporary and energetic from the packaging design. From the sales sheets I was given at the show, it's interesting to read who is being targeted by this drink. An excerpt:

Why 360?

Doc 360 take the consumer out for a full circle of flavor. We know once they try it, their tastebuds will flip.

The term 360 is also closely associated with the extreme sports world. The extreme sports market segment has been exhibiting rapid growth in the popularity over the last decade.

This segment fits perfectly with Doc 360, it allows and encourages individual creativity in the innovation of new maneuvers and in the stylish execution of existing techniques.

Who's It Made For?

Heavy users within the flavor category, Millennials & Gen-Xers, C&G consumers [Convenience and Gas], mostly male 18-34 years, looking for value, variety, & stimulation.

These are the people who pride themselves in participating in challenging, cutting-edge activities and are constantly searching for new ways to test themselves.

You'll note that none of this sales text actually talks about the flavor of the drink itself. Given this positioning, however, I can understand why they are attempting to describe this drink as "The Mountain Dew of Dr Peppers". It's a Pepper clone that's higher in caffeine and positioned at the same Dew market.

As for the taste, it's actually very good. It doesn't taste exactly like Dr Pepper, obviously, but it's a pretty good copy. I'd say it's missing some of the spicy "kick" that we associate with the original, but it's not bland by any means. There's a quality sweet flavor there. I'd definitely drink it again.

I think I was more impressed with Diet Doc 360, because while you could tell that it was a diet drink (sweetened with aspartame and Ace-K), it had a decent aftertaste and flavor. The scent, coloring, and base taste all are in line with what's you'd expect from Dr Pepper. Nice job!

The big differentiator that Doc 360 likes to make is with caffeine content. Regular Dr Pepper contains 3.42 mg/oz of caffeine. Doc 360 and Diet Doc 360, on the other hand, contain 5.0 mg/oz. (For comparison with their target market, original Mountain Dew contains 4.5 mg/oz.) So you basically have a Pepper clone with an energy drink-type emphasis.

Overall, if you can find Doc 360, it's worth a try for something a little different, but familiar. Recommended!

Doc 360
Carbonated water, high fructose corn syrup, caramel color, natural & artificial flavors, phosphoric acid, sodium benzoate (as a preservative), and caffeine

A 12 oz can contains 150 calories, 55 mg sodium, and 40 g carbs (40 g sugars).

Diet Doc 360
Carbonated water, caramel color, natural & artificial flavors, phosphoric acid, aspartame, sodium benzoate (as a preservative), caffeine, and acesulfame potassium

A 12 oz can contains 0 calories, 55 mg sodium, and 0 g carbs (0 g sugars).

Official Website: DrinkDoc360.com

Original Review: Who needs zero calories when you can have 10? Dr Pepper Ten is hitting test markets across the U.S., seemingly targeted at males who apparently don't want anything to do with Diet Dr Pepper. Thanks to BevReview reader Erin Tapken, we obtained a sample for review!

Via a tip from our friends at Salute to Soda, we were pointed to John Sicher and his Beverage Digest cover story about Dr Pepper Ten in their January 14 issue, mentioning that Dr Pepper Snapple Group's "research shows 'many guys [aged 25-34] are not satisfied with the taste or image of diet sodas'." The takeaway is that Diet Dr Pepper has long been promoted as tasting very close to the flagship product, and I think folks who drink it would agree. It's also mentioned that Diet Dr Pepper has a "slightly lighter mouthfeel" than regular Dr Pepper, but Dr Pepper Ten is closer to the "full flavor and mouthfeel" of the real thing.

Um, OK.

Sounds like a lot of marketing babble, if you ask me. Let's look at this for what it really is. Dr Pepper Ten is their version of Coke Zero and Pepsi Max. It's pretty obvious. Zero and Max both use aspartame and acesulfame potassium (Ace-K) as their artificial sweeteners, as does Dr Pepper Ten. This is in contrast to the diet products from these same companies, which solely use aspartame in Diet Coke, Diet Pepsi, and Diet Dr Pepper.

Coke has been quite successful with Zero, marketing it as a third primary product line alongside flagship Coca-Cola and Diet Coke. The marketing pitch that "it tastes like Coke" is pretty simple to understand and true, given that Diet Coke actually isn't based on the Coke formula (but rather shares a formula with the doomed New Coke).

2 designs for Coke Zero

The only real tweaking the company has had to do since the rollout is to change the packaging from the original white color to the current black scheme… which probably helped broaden the appeal of the drink with men.

The many, many looks of Pepsi Max

Pepsi, on the other hand, couldn't market themselves out of a box if their life depended on it. Pepsi Max has gone through a name change, no less than 4 packaging redesigns, and a short-lived flavor extension… and they still don't know how to promote the drink.

• "Hey, it has ginseng and will keep you awake!"
• "Hey, it's not really Diet Pepsi Max, it's just Pepsi Max, so guys will like it now!"
• "Hey, let's make the label black so it looks like Coke Zero!"
• "Hey, it's now the official soft drink of the NFL!"
• "Hey, let's waste money on pointless Super Bowl commercials!"

The funny thing is, Pepsi Max is actually a pretty good product that lacks branding focus and positioning with the rest of the Pepsi ensemble of flavors. I still don't think they know what they are doing with the drink.

Which leads us to Dr Pepper Ten, which has a unique problem of its own, albeit a good one. People are very passionate and supportive of Diet Dr Pepper. It's one of the strong anchors of the Dr Pepper Snapple Group portfolio, ranked #10 in sales for 2009 (Source: Beverage Digest), with regular Dr Pepper owning the #5 spot (behind Coke, Pepsi, Diet Coke, and Mountain Dew). The reputation of Diet Dr Pepper being very similar in flavor to the original is solid, and from taste tests, pretty well supported. So how do you launch a new version of a diet drink without alienating or cannibalizing your existing Diet Dr Pepper fans?

Based on the marketing materials being used in the 6 test markets for Dr Pepper Ten (Austin, Denver, Colorado Springs, Des Moines, Kansas City, San Antonio), the pitch seems to be "it's for men only, stupid." Because nothing works better in a postmodern advertising climate than telling men exactly what they should be drinking in a condescending and brain-dead fashion. They absolutely love that!

Here's some copy from the official Dr Pepper website: "Introducing Dr Pepper Ten. 10 bold tasting calories with the same authentic 23 flavors of Dr Pepper. That's a whole lot of taste in one can. Try it today and see why Dr Pepper Ten is not for women."

By not going "zero calorie" but instead throwing in 10 calories worth of high fructose corn syrup (along with the previously mentioned aspartame and acesulfame potassium), this makes Ten a different product from Diet Dr Pepper, as well as Coke Zero and Pepsi Max. It also seems to be targeting the idea that it would taste a lot closer to the full-calorie version because it has 10 calories in it (vs. zero).

There is another hidden bonus that makes it more "manly," I guess. Just like Pepsi Max has the inclusion of ginseng (which they seem to forget about these days when advertising the drink), Dr Pepper Ten has a higher amount of caffeine (4.2 mg/oz) vs. regular Dr Pepper (3.4 mg/oz).

Let's not forget that other "hybrid" type drinks have been tried in previous years. Did we not learn from 2004's short-lived Coke C2 and Pepsi Edge? Granted, those beverages were more half-calorie type products vs. the very small calorie option with Dr Pepper Ten, but has the market changed enough to welcome this type of product back? Who knows what's next?

But let's move beyond the marketing and positioning of Dr Pepper Ten. I'm sure the audience will dictate if the direction picked was successful or not. Let's get into the drink itself!

First off, kudos to the package design folks for not using black as the primary color. Instead, we're given a label that sits on something like a gunmetal grey. Still a dark color and not light/fluffy like a diet drink for women. We're greeted by the standard Dr Pepper logo which now is accented by an all-caps "TEN", sitting above the tagline of "10 bold tasting calories." Elsewhere on the 20 oz bottle we reviewed was the phrase "Same 23 authentic flavors." The standard Dr Pepper plastic bottle shape and design are also in play here with Ten.

Upon opening the bottle, you find that the drink smells like traditional Dr Pepper, perhaps a bit more on the cherry side, to be honest. The look and color of the drink is about the same as regular Dr Pepper.

Now, as far as taste, to better judge the flavor, we compared regular Dr Pepper, Dr Pepper with Real Sugar, Diet Dr Pepper, and Dr Pepper Ten. The results were rather surprising. In short, we found that Dr Pepper Ten actually tasted LESS like Dr Pepper than its Diet sibling. In fact, the flavor was rather bland and lacking the unique subtleties that you usually associate with the drink.

Both Dr Pepper Ten and Diet Dr Pepper have the negative aftertaste typically associated with diet beverages, but Ten was far worse. It was quite overpowering. In contrast, the flavor of Diet Dr Pepper was far more inline with the taste profile of regular Dr Pepper (and Pepper with Real Sugar, for that matter). The different use of sweeteners is probably to blame here, with Diet's use of aspartame coming closer to the original than Ten's aspartame/Ace-K combo. This revelation is somewhat interesting given that there's also some HFCS thrown in for good measure, so you'd think that the taste would be better.

Dr Pepper Ten starts out fine with that first sip, but then the expected flavor never arrives (unlike Diet Dr Pepper), instead trailing right into the negative aftertaste. While there is something there that tastes like Dr Pepper, it definitely feels like those 23 flavors aren't kicking on all cylinders.

We're big Dr Pepper fans, so this was disappointing. Stick with the far-superior Diet Dr Pepper.

Dr Pepper Ten
Carbonated water, high fructose corn syrup, caramel color, phosphoric acid, aspartame, sodium benzoate, caffeine, natural and artificial flavors, acesulfame potassium, sodium phosphate

A 20 oz bottle contains 20 calories, 100 mg sodium, 5g carbs, and 4g sugars.

6 collectible cans of Dr Pepper "Made With Real Sugar"
(Source: Beverage Industry magazine)

This release is for a limited time to celebrate Dr Pepper's 125th anniversary over the summer (specifically, "through September" or "while supplies last"). As such, they'll have 6 different can designs and a special bottle look. Soda enthusiast forums such as Salute to Soda have been talking about this since April and the news hit mainstream with a recent Associated Press story. The May 2010 issue of Beverage Industry magazine also hinted at the release when covering the history of Dr Pepper, calling the sugar-sweetened product Dr Pepper Heritage.

Bottle: Dr Pepper "Made With Real Sugar"
(Source: AP)

The folks over at BevNet's forums report that this new Dr Pepper "Made With Real Sugar" will be available in markets where Coke has the bottling rights to Dr Pepper, namely the bottlers of Coca-Cola Enterprises (or CCE).

12-pack package design for Dr Pepper "Made With Real Sugar"
(Source: AP)

Specifically, it's being produced in bottling plants that can handle "liquid sucrose", i.e. refined sugar which can be a generic description of either cane sugar, beet sugar, or a mixture. Based on what was used in Pepsi Throwback, Mountain Dew Throwback, and Heritage Dr Pepper, our guess would be that beet sugar or cane/beet combo is being used in this new Dr Pepper — it's just cheaper to make that way. As such, this drink most likely will not be Kosher. This also makes the drink substantially different from Dublin Dr Pepper, which is bottled in Dublin, TX, and exclusively uses Imperial Pure Cane Sugar (this is typically considered the best Dr Pepper you can find).

Dr Pepper "Made With Real Sugar" can design
(Source: AP)

The default to Coke-owned bottling sources isn't much different from the release of Heritage Dr Pepper, which was available in locations where Pepsi bottled Dr Pepper (and frankly, made it somewhat harder to find). It's also not confirmed at this time if other bottlers will be involved in the distribution of Dr Pepper "Made With Real Sugar".

Will it taste the same as Heritage Dr Pepper? We'll have to taste it to find out. Hopefully, the 125th Anniversary edition of Dr Pepper "Made With Real Sugar" will be easier to find for everyone to enjoy.

Dr Pepper "Made With Real Sugar" can design
(Source: AP)

Finally, you know one thing we are looking forward to with this release? Well, of course it's the inclusion of sugar instead of high fructose corn syrup (HFCS). I mean, c'mon, it just tastes better. But beyond that, it's actually the novelty of 6 "collectible" can designs! Here at BevReview, one of the first things that attracted us to the world of drinks was all the different cans that used to be featured "back in the day". I mean, do you remember Pepsi's "Cool Cans"? Nowadays, with the 20 oz. plastic bottle gaining dominance as the preferred way to sell and market drinks, you don't see a much in the way of unique can design, so we applaud the folks at Dr Pepper for making effort here with a tip of the hat to cans!

Here's the official press release from the Dr Pepper Snapple Group:

Dr Pepper Commemorates 125 Years With Collectible Cans Honoring Its Heritage
Limited Edition Cans Available Through September

PLANO, Texas, July 7 /PRNewswire/ — Dr Pepper, the oldest major soft drink in America, continues its 125th Anniversary celebration with the release of Dr Pepper made with real sugar in six collectible cans, inspired by the beloved brand's rich history. Consumers can enjoy the 23 flavors of Dr Pepper in this new packaging beginning in early July through early September.

Dr Pepper "Made With Real Sugar" can design
(Source: AP)

The anniversary cans feature legacy artwork and popular advertising slogans such as "I'm a Pepper" and "10, 2 and 4." In addition, 12-pack cases highlight key moments from the brand's history from its origin at Morrison's Old Corner Drug Store in Waco, TX, in 1885, and its introduction at the 1904 World's Fair, to the widely popular "I'm a Pepper" advertisements first released in 1977.

"Dr Pepper has evolved for 125 years, thanks to its unique flavor and a fan base that continues to grow," said Dave Fleming, director of marketing for Dr Pepper. "We're honoring the brand's legacy and thanking our fans everywhere for their support by offering something special – commemorative cans depicting some of the most memorable moments in our history."

Dr Pepper "Made With Real Sugar" can design
(Source: AP)

Dr Pepper kicked off its anniversary year on the symbolic date of January 25, 2010, when Dr Pepper ad icons David Naughton and Gene Simmons rang the closing bell at the New York Stock Exchange. Continuing the celebration, the brand launched its Dr Pepper Cherry flavor during Super Bowl XLIV. The ad spot featured Gene Simmons as "Doctor Love" joined by Paul Stanley and their KISS band mates as well as tribute band MiniKISS.

Dr Pepper 125th Anniversary product is available in 12-oz cans with six collectible can designs and 20-oz bottles at retailers nationwide, until supplies last.

Source

Also, if you missed it, here's the AP's take on the new release:

Dr Pepper orders sugar for 125th anniversary
by Emily Fredrix (AP)

NEW YORK — Dr Pepper is prescribing some sugar this summer in honor of its 125th anniversary, the latest in a series of moves by soda makers to temporarily swap out high fructose corn syrup.

The spicy soda made by Dr Pepper Snapple Group Inc. is rolling out Dr Pepper "Made With Real Sugar" this weekend through early September.

Cans and bottles will feature old logos in the company's deep red, and colorful designs with lions and bright swirls of color harkening back to the 60s. Popular phrases such as "I'm a Pepper" also appear.

Video: Tribute video to Dr Pepper's anniversary [No Audio]
(Source: YouTube)

There are six different can designs. The company wanted to bring back the sugar version to help highlight its past, which dates to the creation of Dr Pepper by pharmacist Charles Alderton in Waco, Texas, in 1885.

Dr Pepper declined to say if it will try out sugar in other brands such as Canada Dry, 7-Up and A&W Root Beer.

Manufacturers are testing sugar drinks as people's appetite for them increases, as some become concerned about high fructose corn syrup. Though they're nutritionally almost identical and equally caloric, some consumers believe corn syrup is less healthy than sugar.

They're also racing to come up with natural, no-calorie sweeteners and reformulate their beverages, though they haven't been able to apply that to major soft drink brands yet.

Last summer, rival PepsiCo Inc. launched real sugar versions of Pepsi and Mountain Dew, calling them "Throwback" and using old packaging designs. Pepsi Throwback was so popular the company brought it back for a brief time in the winter. It declined to say what the drink's prospects are for the future.

Coca-Cola Co. offers a kosher version of Coke that uses sugar (look for bottles with yellow caps), often available around Passover. Mexican-made Coca-Cola, which also uses real sugar, can sometimes be found in the U.S., and fans pay a higher price for it. One Dr Pepper bottler, Dublin Dr Pepper, has been making the soft drink with sugar since 1891, in the drink's home state of Texas.

More could be coming. PepsiCo's Sierra Mist line will now be reformulating into a sugar-sweetened version called "Sierra Mist Natural," according to a report Thursday by trade publication Beverage Digest. PepsiCo, based in Purchase, N.Y., did not return messages seeking comment.

The industry switched to high fructose corn syrup in the 1970s as a cheaper alternative to sugar, said Gerry Khermouch, editor of Beverage Business Insights.

There seems to be growing demand for it, as evidenced by Pepsi's success with Throwback, even the second time around, he said. But drink makers are also wary of sending a message that there's anything wrong with high fructose corn syrup.

"In some ways their worst nightmare is that this thing sells through the roof, because then that's telling them something about how consumers feel about their product," he said.

Source

Brand: Dr Pepper Cherry
Title: "Dr Love – Little KISS"
Agency: Deutsch

The Dr Pepper Snapple Group takes to the Super Bowl to promote a drink that is seemingly gaining traction, Dr Pepper Cherry. In a follow-up to the Gene Simmons "I'm a Doctor" commercial that kicked off this campaign, here we have a humorous take on the idea that this drink contains "a little kiss of cherry."

In early December, we posted a rumor about a "sugar-sweetened Dr Pepper" coming to market. Thanks to BevReview readers, we were able to confirm that Heritage Dr Pepper did exist!

Heritage Dr Pepper

If you can image a Dr Pepper version of Pepsi Throwback, then you get the right idea about this drink. In fact, Dr Pepper Snapple Group, the makers of Dr Pepper, are working with Pepsi to bring this product to market. It's only being bottled in markets where Pepsi already handles Dr Pepper, most likely tapping into Pepsi's supplies of cane & beet sugar being used for Pepsi Throwback and Mountain Dew Throwback. The Pepsi relationship limits distribution, unfortunately. For example, BevReview HQ is located here in Chicago, and we do not have access to Heritage Dr Pepper (because Pepsi does not handle the Windy City's Dr Pepper bottling). Fortunately, my sister lives in Indiana and was able to send me some.

The folks at Dr Pepper Snapple Group haven't made an official announcement about the product, but we were in touch with their Corporate Affairs department. Unfortunately, all they felt like confirming was "yes, the product exists" and "please ask Pepsi any future questions." Well, apparently, they're not very talkative. Go figure.

10-2-4

The packaging itself features a background with vertical yellow and red lines sitting behind a retro-styled "Dr Pepper" logo on an oval shape. The word "Heritage" sits above the name, anchored at 3 points by the classic "10-2-4" numbering reflecting "Dr Pepper Time". What's this, you ask? Per the folks behind Dublin Dr Pepper, one of the only sources for real sugar Dr Pepper on a year-round basis…

Those well-known Dr Pepper numbers of 10, 2 and 4 weren’t selected at random. They represent the times of day when the human body needs a little “pick-me-up” to avoid an energy slump.

It was in the 1920s that Dr. Walter Eddy at Columbia University studied the body’s metabolism. He discovered that a natural drop in energy occurs about 10:30 a.m., 2:30 p.m. and 4:30 p.m. But he also discovered that if the people in his research study had something to eat or drink at 10, 2 and 4, the energy slump could be avoided.

After Dr. Eddy’s research findings were released, Dr Pepper challenged its advertising agency to come up with a theme which would suggest that Dr Pepper should be that 10, 2 and 4 drink which would keep the energy level up. The result was one of the most enduring of Dr Pepper’s advertising themes: Drink a bite to eat at 10, 2 and 4.

Below the logo is a callout that mentions "Made with Real Sugar", following the same pattern used by the current batch of Throwbacks — and unlike the April 2009 releases which referenced "Natural Sugar" instead. Assuming the same source for sugar is used in Heritage Dr Pepper, we can assume this is a combination of cane and beet sugar and is NOT Kosher.

So what's inside? Here's a comparison of Heritage vs. high fructose corn syrup (HFCS) Dr Pepper:

Heritage Dr Pepper
Carbonated Water, Sugar, Caramel Color, Phosphoric Acid, Natural and Artificial Flavors, Sodium Benzoate (Preservative), Caffeine

HFCS Dr Pepper
Carbonated Water, High Fructose Corn Syrup, Caramel Color, Phosphoric Acid, Natural and Artificial Flavors, Sodium Benzoate (Preservative), Caffeine

What's interesting is that Heritage Dr Pepper actually lists the caffeine content, something that Pepsi does, but not usual protocol for the Doctor (in fact, when we've asked for this information, Dr Pepper Snapple Group historically has said "We don't publicly provide this information.") Heritage Dr Pepper comes in at 3.4 mg/oz. In comparison, sugar-sweetened Pepsi Throwback is 3.2 mg/oz. and Mountain Dew Throwback contains 4.6 mg/oz.

HFCS Dr Pepper

The colors of both Heritage and HFCS Dr Pepper are pretty much the same. When you first open a Heritage Dr Pepper, you'll note that there isn't much scent. This contrasts HFCS Dr Pepper, which definitely produces a cherry/cola smell. And what about the taste? Well, surprisingly, the difference wasn't as substantial as I originally expected, especially after the obvious improvement experienced with Pepsi Throwback.

Now, don't get me wrong. Heritage does taste better than standard HFCS Dr Pepper, but the difference is not as noticeable. It's finer. For example, HFCS Dr Pepper is very carbonated, producing a tanginess on your tongue with a bit of a bite. In contrast, Heritage Dr Pepper is much smoother and cleaner, allowing you to actually notice those "23 Flavors" that the company is always bragging about. This sensation reminds me of the original April 2009 version of Mountain Dew Throwback. That drink was somewhat different tasting from what we were used to, but because of the way it was made, you really were able to savor the flavors beyond that which you can normally do with HFCS versions.

Heritage Dr Pepper is for those who appreciate a good Dr Pepper. Unfortunately, for this review I didn't have a bottle of Dublin Dr Pepper handy, which has long been held as "the standard" by which Dr Pepper should taste. Maybe some of our BevReview.com readers can comment if they've tasted both and note how Heritage stacks up.

Yes, there's sugar!

In any case, like the Throwbacks, a product like Heritage Dr Pepper is welcomed in the marketplace. One wonders how it will accurately be measured as a success/failure given the limited distribution and general lack of awareness about the drink. It's almost as if it was just thrown out there in a "this seems like a good idea" situation after seeing Pepsi do their thing. Granted, Pepsi totally botched the first rollout of their sugar limited editions, so maybe we should cut the fine folks at Dr Pepper some slack.

I'm a Pepper. Would you'd you like to be a Heritage Pepper too?

Read our review of Heritage Dr Pepper. Keep reading below to learn more about the background of this beverage.

Update 12/16/09: BevReview reader Andy Gilleand confirms that the name of this product is "Heritage Dr Pepper" by taking a photo of a can he just bought at a Wal-mart in Elkhart, IN.

Yup, it's Heritage Dr Pepper

The ingredient list is as follows:

Heritage Dr Pepper
Carbonated Water, Sugar, Caramel Color, Phosphoric Acid, Natural and Artificial Flavors, Sodium Benzoate (Preservative), Caffeine

Just like the relaunched Pepsi Throwbacks, this product is branded as featuring "Real Sugar":

The vintage logo also contains reference to 10-2-4, used by Dr Pepper advertising to reference the times of day that are great to experience the drink… hinting that Dr Pepper is good anytime. BevReview commenter jmowreader corrects our interpretation by sharing that "when Dr. Pepper was still a new product, they put out the result of a Great Research Experiment that said people's blood sugar levels dipped between meals; for maximum efficiency at work you should consume a certain quantity of sugar at the hours of 10am, 2pm and 4pm. It just so happened the optimal amount of sugar could be found in a bottle of Dr. Pepper. So it was kinda like a prescription–to work best, drink three Dr. Peppers a day."

Thanks again to Andy for sending along this photo. Per some reports by Beverage Digest, we should expect to see this drink in January 2010. Our friends over at Salute To Soda were also kind enough to pass along information noting that Heritage Dr Pepper is a limited-time offering and will only be found via Pepsi bottlers, which makes for some interesting distribution in certain parts of the country.

Original Story:
There have been some rumors floating around regarding a Pepsi Throwback-like product coming from Dr Pepper. Names like "Dr Pepper Retro" and "Dr Pepper Heritage" have been thrown around. The folks at Beverage Digest also hinted at this via Twitter last week.

After talking with our contacts today, we can confirm that Dr Pepper Snapple Group does have a product slated for First Quarter 2010 which they described as "Dr Pepper with sugar". In their words, "that is all I can share with you at this point." Ha! So far, we've been unable to confirm the name or design via trademark filings.

Also, no word yet on timetable, limited vs. permanent release, packaging design, container type (bottles, cans, glass, etc), or availability.

This should not be confused with the already-available Dublin Dr Pepper . It seems that this new Retro/Heritage product is more akin to a mainstream Pepsi Throwback-type release, and will actually be available "through Pepsi" (their words, interpret as you may).

Stay tuned for future updates!

In the meantime, 'tis the season for Hot Dr Pepper! And don't forget that Pepsi Throwback and Mountain Dew Throwback return on December 28 for 8 weeks!

Dom DeLuise, portly actor-comedian who late in life became a noted chef, dies at 75

LOS ANGELES (AP) — Dom DeLuise, the portly entertainer and chef whose affable nature made him a popular character actor for decades with movie and TV audiences as well as directors and fellow actors, has died. He was 75.

Agent Robert Malcolm said DeLuise died about 6 p.m. Monday at St. John's Health Center in Santa Monica. Malcolm said the family did not release the cause of death. "He had high blood pressure, he had diabetes, he had lots of things," but seemed fine as recently as two weeks ago, he said. DeLuise entered the hospital on Friday and his wife and all three sons were there when he died "peacefully," Malcolm said.

A family statement said, "It's easy to mourn to his death but easier to remember a time when he made you laugh."

While he will be remembered for so many comedy parts in TV and movies, we'll remember him for his short bit of beverage product placement in the 1981 film, Cannonball Run, where he starred with Burt Reynolds.

The folks at Dr Pepper should be proud:

What ever happened to jingles in commercials? Everyone seems to remember the classic catchy Dr Pepper jingle:

I'm a Pepper
You're a Pepper
He's a Pepper
She's a Pepper
Wouldn't you like to be a Pepper too?

RIP, Mr. DeLuise… Dr Pepper Product Placement Pitchman!

BevReview's Dr Pepper coverage:

• Dr Pepper
• Red Fusion
• Cherry Vanilla Dr Pepper
• Dr Pepper Berries & Cream
• Diet Cherry Chocolate Dr Pepper
• Dr Pepper Cherry
• Commercial: Hot Dr Pepper

Do you even know what Dr Pepper's current slogan is?

Note that the name is officially Dr Pepper Cherry, not Cherry Dr Pepper. Granted, everyone in the universe will call it by that more practical name. But at least some branding guy got paid for the awkward phrase!

Technically, this would be the 5th flavor extension of the Dr Pepper brand, following up 2002's short-lived Red Fusion, 2005's Cherry Vanilla Dr Pepper (later renamed/redesigned as Dr Pepper Cherry Vanilla), 2006's Dr Pepper Berries & Cream, and 2007's Diet Cherry Chocolate Dr Pepper.

When you think about possible line extensions for Dr Pepper, cherry probably doesn't come to mind. I mean, the regular version of the drink already has a bit of a cherry flavor to it. Beyond that, the Dr already has a Dr Pepper flavor, of which the diet version sells rather well. Berries & Cream seemed to crash and burn. In fact, you have to go back to the first spinoff, Red Fusion, to revisit the pure cherry approach. Back then, the official press release described Red Fusion (or Red Fusion by Dr Pepper) as "sporting an alluring red color and use of a variety of fruit flavors, including the basic flavor profile of Dr Pepper." Unfortunately, this drink actually didn't taste that much different from regular Dr Pepper. The cherry/berry flavor was far too weak, and other than the red color, it was hard to differentiate the beverage. It died shortly thereafter.

Not giving up, the folks at Dr Pepper seem to be taking a different approach with this new Cherry variety. While some may ask "didn't Dr Pepper already taste like cherry", the marketing folks seem to be responding by emphasizing the "amazingly smooth" taste of the drink. Given that regular Dr Pepper has more of a bite, this contrast alone may be appealing enough for folks to give this flavor a try. And I must attest, this is a very good flavor!

Upon opening the bottle, you are greeted with the traditionally-expected Dr Pepper scent. However, this is supplemented with some fruity smells, hinting at the cherry you are about to experience. The color is cola-dark, but there's a slight reddish tint that is pretty visible if you are viewing the bottle with sunlight in the background. As advertised, the drink is Dr Pepper, but with a blended cherry flavor that really is smooth. Whereas Cherry Vanilla Dr Pepper relied on the vanilla flavoring to keep the flavor creamy and less edgy, here the cherry is the star. It's still familiar Dr Pepper, but less harsh and aggressive.

The inclusion of cherry seems to make the drink sweeter, while providing quite a pleasant aftertaste, despite the use of high fructose corn syrup (HFCS) as the sweetener. BevReview Twitter follower Will Sigmon commented that Cherry has "the sharpness of the fizzy Dr. Pepper flavor, with a cherry twist aftertaste. It's almost like a cherry Tootsie Pop flavor." The announcement press release noted that this "exciting new blend combines the great taste of Dr Pepper with the perfect amount of cherry flavor." I think they flavor scientists got this one right.

I also really like the packaging for this drink. You'll note with the introduction of Dr Pepper Berries & Cream in 2006, the entire Dr Pepper line got a much needed logo/design facelift, with the brand name sitting in an oval and the flavor hanging below in a smaller oval. This design was rolled out to the flagship flavor and also prompted a redesign of Cherry Vanilla. Well, for Dr Pepper Cherry, while they followed the general format, they broke from the mold to really showcase this flavor.

(Source: DrPepper.com)

The design follows the "cherry breakout" effect first introduced with Diet Cherry Chocolate Dr Pepper. The Dr Pepper logo features a large, superimposed "Cherry" on the lower-right corner, with everything sitting above pretty obvious illustrations of cherries. The tagline "Amazingly Smooth" sits above the logo, while elsewhere on the label, you'll find the phrase "It's so amazingly smooth, you have to try it to believe it." Notably, the primary color is not red, but black, with red highlights. It's very similar in approach to Coca-Cola Cherry Zero, in fact. The black/red color scheme contrasts nicely against the rest of the Dr Pepper lineup, setting it apart enough to catch you eye.

A full ingredient list is as follows:

Dr Pepper Cherry
Carbonated water, high fructose corn syrup and 2% or less of: caramel color, natural and artificial flavors, sodium benzoate (preservative), citric acid, phosphoric acid, caffeine, malic acid, sodium phosphate, Red 40

An 8 oz. serving is 110 calories, meaning that if you drink the commonly available 20 oz. bottle, you'll be pushing roughly 260 calories. At the time of this writing, it's unknown how much caffeine is in this drink.

For those of you worried about the future of Dr Pepper Cherry Vanilla, I spoke with someone at Dr Pepper Snapple Group corporate affairs about the future of that flavor. The commented that "Cherry Vanilla will be sticking around." That's good news, because Cherry Vanilla is also a solid flavor.

Overall, I'm very impressed with the flavor in Dr Pepper Cherry. While at first I mocked the idea, the flavor won me over. It lives up to the claims of being smooth, while not forgetting the unique flavor heritage of Dr Pepper. I hope this is a flavor extension that stands the test of time. Hopefully, the marketplace responds appropriately.

There's just something about Dr Pepper and cherry-flavored spinoffs. First we had Red Fusion… which didn't last long. Then it was Cherry Vanilla Dr Pepper, which actually has been a while, prompting a packaging redesign. And what about the limited edition Cherry Chocolate Diet Dr Pepper? I've even ranted about the revisionist history with all these line extensions. So should it come as a surprise that yet another cherry-inspired version of the Doctor is coming? Yup, get ready for Dr Pepper Cherry!

(Source: 2009 Dr Pepper Calendar)

Here's the official press release about this new flavor:

Dr Pepper Introduces New Dr Pepper Cherry With Just a Kiss of Cherry Smoothness
Gene Simmons, aka 'Dr. Love,' to Star as the Latest Dr in the 'Trust Me, I'm a Dr' Ad Campaign for Dr Pepper Cherry

PLANO, Texas, March 24 /PRNewswire-FirstCall/ — Dr Pepper just got a whole lot smoother with the introduction of the new flavor Dr Pepper Cherry. The exciting new blend combines the great taste of Dr Pepper with the perfect amount of cherry flavor. It's so amazingly smooth; you have to try it to believe it.

"We're excited to offer consumers a smooth new way to enjoy Dr Pepper with the availability of Dr Pepper Cherry," said Allison Methvin, director of marketing for Dr Pepper. "It's a whole new reason to try Dr Pepper."

Dr Pepper has searched the Rock Legends to find its latest pop culture doc, KISS front man Gene Simmons, to introduce new Dr Pepper Cherry. Simmons, who founded the legendary rock band KISS more than 35 years ago, will star in a new commercial, letting fans know that Dr Pepper Cherry has just a KISS of cherry flavor, making it amazingly smooth. Simmons' "Dr. Love" will be the third Dr in the "Trust Me, I'm a Dr" advertising campaign, joining the ranks of basketball legend Dr. J (Julius Erving) and Dr. Frasier Crane (award-winning actor Kelsey Grammer). The TV spot will feature Simmons in full KISS "Demon" regalia. Nick Simmons, Gene's son, will also star in the commercial.

(Source: KissOnFire.net)

"When initially describing Dr Pepper Cherry's taste, we felt it had just a kiss of cherry and was so smooth, we knew who our third doctor had to be – Dr. Love," said Methvin. "Gene will get some help from Nick to introduce the amazingly smooth infusion of cherry flavor that makes Dr Pepper Cherry so smooth."

The new commercial featuring "Dr. Love" launches on March 30, 2009 on network and cable television. Dr Pepper Cherry will also hit the streets this summer, sampling more than one million cans. Dr Pepper Cherry is now available nationwide in both regular and diet.

About Dr Pepper

Dr Pepper, a brand of Dr Pepper Snapple Group , is the oldest major soft drink in the United States. Since 1885, the 23 flavors of Dr Pepper have earned legions of fans that enjoy its unique, refreshing taste. The brand is available in Regular, Diet, Caffeine Free and Cherry varieties. DPS is the leader in flavored beverages, marketing Dr Pepper and 50 other beverage brands across the United States, Canada, Mexico and the Caribbean. More information can be found at www.drpepper.com or at www.drpeppersnapple.com.

You know what's interesting as you read this? Note the listing of beverages in the final paragraph: "The brand is available in Regular, Diet, Caffeine Free and Cherry varieties." Cherry Vanilla is gone, so I would probably assume that Cherry may be replacing that. We'll see!

The diet-only decision wasn't unprecedented for a new flavor. PepsiCo has done the same thing with their Jazz lineup of tastes (Diet Pepsi Jazz Black Cherry French Vanilla, Diet Pepsi Jazz Strawberries & Cream, Diet Pepsi Jazz Caramel Cream) as has Coke with some Diet Coke variations (Diet Coke with Lemon). Even Cadbury Schweppes has offered different diet flavors of 7Up that you can't find with the flagship (7Up Plus: Mixed Berry, 7Up Plus: Island Fruit).

Diet Dr Pepper actually saw an increase in market share last year, moving up in sales 6.4%, good enough to be the #10 best selling brand (replacing a tie between Sierra Mist and Diet Mountain Dew). In contrast, the flagship non-diet Dr Pepper sits at #6 overall (Source: Beverage-Digest.com). Diet Dr Pepper also has a rather positive reputation as being a drink that pretty closely resembles its inspiration, so it makes sense that Cadbury Schweppes would invest in boosting this brand a little with a limited edition flavor.

The packaging itself is very attractive. It integrates the newer Dr Pepper shield, but clearly shows that this is not the same drink as Cherry Vanilla or Berries & Cream. The white background is associated with diet versions of Dr Pepper, so that was consistent. The use of reds and browns to demonstrate the cherry and chocolate flavors was inspired. It's hard to make brown seem "hip" (unless you are UPS), but this design pulled it off nicely. The use of silvery explosion-style graphics all helped here.

Additionally, the graphics illustrating chocolate-dipped cherries pretty much sums up what you are about to experience. One note, however, is that the labeling did not denote this beverage as part of the "Soda Fountain Classics" line, as initial versions of Cherry Vanilla Dr Pepper and Dr Pepper Berries & Cream did upon rollout. As this is a limited edition, it's only available in 2 liter and 20 oz. bottles, as well as 12 packs of cans. And despite Cadbury Schweppes' claims to the contrary, Cherry Chocolate Diet Dr Pepper is the 4th flavor extension to the brand, not the 3rd.

The color of the beverage is pretty much cola, but with a very noticeable red tint. This also hints at the cherry influence found in the drink. When you open the bottle, the bouquet readily produces a very accurate reproduction of chocolate-covered cherries. It's uncanny. The scent is pretty dead-on! It's not everyday you are enticed to drink a chocolate soda (unless you are a fan of Canfield's Diet Chocolate Fudge Soda), but the smell of Cherry Chocolate Diet Dr Pepper really draws you in.

In order to get a broader sense of opinions, we shared a 2 liter bottle of this drink at our Thanksgiving gathering with family. The overall reaction to the flavor was very positive. Comments like "this is diet?" and "wow, that really does taste like chocolate and cherries" were pretty common. Personally, I liked the flavor quite a bit. Yes, it's diet, so obviously there are those negative connotations. Interestingly, this drink is sweetened with a combination of both aspartame and acesulfame potassium (Ace-K), which is pretty uncommon for Diet Dr Pepper. Most of the drinks in that lineup just use aspartame, except for Diet Dr Pepper Berries & Cream. I think the mix of sweeteners here works very well.

The flavor was good overall. Cherry is very prevalent, but it's balanced rather well against the chocolate taste. Another comment that was made at Thanksgiving was "there's quite a bit going on there" in regards to all the flavors. That's very true; it's a complicated mix. Lots of cherry, lots of chocolate, just a tad bit of Dr Pepper influence. But overall, it works quite nicely. I think they have a winner here. (I'm not sure how well it would do in the marketplace as a non-diet entry, though I would welcome such a flavor.)

Overall, I recommend Cherry Chocolate Diet Dr Pepper if you are looking for something new in your diet drink lineup… or even if you are a mainstream beverage drinker curious about this flavor combination. It has a Coke Zero-like quality about it, in that the artificial sweeteners are pretty tolerable. That's probably the audience it's going after given Zero's spinoff flavors into both Cherry and Vanilla.

As for the "Limited Edition" timeframe, I'm going to guess this flavor will be available throughout the 2007 holiday season. Of interest, however, was the $1 off coupon that came on my 2-liter bottle. It's good for a 12-pack of Diet Dr Pepper, Diet Cherry Vanilla Dr Pepper, or Diet Cherry Chocolate Dr Pepper… and expires April 30, 2008. I find that curious. One wonders if the flavor is slated to last a little longer than just the holidays (about 6 months). The coupon also omitted the Diet Berries & Cream flavor for some reason. Hmmm. Might Cherry Chocolate replace that flavor in the long run if it proves to be successful?

Give it a try… and soon! It's only going to be around for a little while… whatever that means!