The company will launch its ‘Green Cola’ brand in Israel. Green Cola is a kosher carbonated soft drink naturally sweetened by stevia plants.
It has been marketed by EPAP, a private Greek company, since 2012, and it’s positioned as a specialised product in the diet soft drink market.
The product and is currently sold in Greece, Cyprus and Australia and contains several nutritional benefits compared to competing soft drinks in the market. It is naturally sweetened from stevia plant extracts and doesn’t contain sugar. Also, the caffeine in Green Cola is derived from a natural source, green coffee beans, and there are no preservatives in Green Cola.
“In order to compete with Coca-Cola, Pepsi-Cola and RC Cola, much effort is needed to enter into the crowded market, so we have decided to pursue a product not currently available in Israel,” said Willi-Food chairman Zwi Williger. “In the beginning, we considered developing a private brand and through our search we uncovered this new innovative brand.
“We believe that stevia is a leading trend in the food product industry and will be an international hit in the near future. Stevia, as a natural sweetener, has emerged as a very popular sugar alternative in the food product industry. With the launch of Green Cola, we are providing the consumer an innovative new product that emphasises our direction to promote healthy, nutritional products that do not compromise our desire to maintain a quality of taste.”
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