Developed by Coca-Cola Asia Pacific, Coca-Cola Fiber+ (or just Coke Plus) is expanding through Hong Kong, Japan, Mainland China, Mongolia, and Taiwan. Coke Plus is a zero calorie soda (essentially Coke Zero) with 5 grams of dextrin, a dietary fiber that is difficult to digest. Described by some as Coke Zero with a laxative, Coke Plus is marketed as a health food that suppresses the absorption of fat and maintains moderate blood triglyceride levels. It has earned the Japanese government's "gold label," designating it as a government approved Food of Specific Health Use (FOSHU). Although Coke Plus reaps a higher wholesale price for the company ($1.35 per 470-milliliter bottle versus $1.25 per bottle for the original Coke Zero), it also comes with higher variable costs ($0.95 per bottle versus $0.65 per bottle for the original product). Who will buy Coke Plus? Some current Coke Zero drinkers will shift their consumption to Coke Plus, and others will want to try Coke Plus because of its health benefits.

 What brand development strategy is Coca-Cola undertaking?