• Wall Street Journal , Friday, November 14, 2008 11:15 AM

Snapple is going to (A) add more sugar while (B) re-empathizing its health benefits, Betsy McKay reports. How so?

Well, they are taking out high fructose corn syrup -- "a sweetener derided by some consumers as unnatural" -- and reformulating with good ol', straight-up sugar, which is also said to improve the flavor. Snapple will also get a new 16-ounce glass bottle with a label touting it as "All Natural." The familiar "Made from the best stuff on Earth" tagline remains.

"Dr Pepper Snapple believes consumers may have overlooked Snapple tea's health ingredients at a time when interest in tea's benefits has grown sharply," McKay reports. "Over the years we lost the health halo," Jim Trebilcock, the company's evp of marketing, tells her. And he feels that stressing health won't hurt the brand's image either. "We're still Snapple. We take our product seriously, not ourselves."

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