Coca-Cola has revealed that it will change the name of its sugar-free version, Coke Zero, and change the recipe so that it “tastes even more like the original Coca-Cola”.
The rebranded product will be known as Coca-Cola Zero Sugar and forms part of the company’s efforts to help people reduce their sugar intake, supported by Coca-Cola Great Britain’s “biggest marketing investment in a new product launch for a decade”.
The company will spend £10 million on encouraging consumers to choose the no-sugar variant, embarking on new television, out-of-home, digital advertising and experiential campaigns.
The news comes just over a month after the UK government announced plans to introduce a sugar levy, equivalent to £0.24 per litre for drinks containing more than 8g of sugar in every 100ml of liquid. The tax is expected to raise £520m for the treasury – though some products such as fruit juices and milk drinks will be automatically exempt.
It has also been prompted by a lack of awareness among consumers that Coke Zero was the company’s sugar-free, no-calorie alternative. As many as one in two consumers couldn’t clearly identify the point of distinction between Coke Zero and Coca-Cola, the company said last year.
Coca-Cola Great Britain general manager Jon Woods said: “For years we have offered people a choice – every brand we sell has a great-tasting no-sugar version. Since 2012 our commercial strategy has focused on accelerating the growth of our no-sugar options. We know that millions of people love the taste of Coca-Cola and have been working to refine the recipe of Coca-Cola Zero to match the taste of the original, but without sugar. It’s the biggest investment we’ve made in a new product launch for a decade and will give people the great taste of Coca-Cola Classic but without the sugar.”
Coca-Cola Zero Sugar will be available across Great Britain from the end of June in new-look cans, which feature a red disc that ties all of the company’s four key variants together.
It is similar to a series of “unifying” changes that Coca-Cola made across its portfolio earlier this month in Mexico, clearly identifying each product to consumers and further underscoring the company’s commitment to choice.
“Packaging is our most visible and valuable asset,” said Marcos de Quinto, chief marketing officer for The Coca-Cola Company. “The Coca-Cola Red Disc has become a signature element of the brand, synonymous with great taste, uplift and refreshment. By applying it to our packaging in such a bold way, we are taking the next step towards full adoption of the One Brand strategy, uniting the Coca-Cola family under one visual identity and making it even easier for consumers to choose their Coca-Cola with or without calories, with or without caffeine.”
As well as reformulating Coke Zero, Coca-Cola Great Britain will continue to work towards increasing the availability of smaller can formats such as 250ml.
It will also promote clear information on pack by displaying voluntary colour-coded nutrition labels on the front of bottles, remaining one of only a handful of major manufacturers to have adopted the new labelling system.
And, as part of the marketing strategy for its One Brand approach, which it announced earlier this year, Coca-Cola Great Britain will invest more of its marketing budge into the lower- and no-sugar variants of Coca-Cola.
Currently, 43% of all Coca-Cola products sold in the UK are lower- or no-sugar and the new marketing strategy is designed to increase this to more than 50% by 2020, the company said.
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