Yes, you may think you’ve seen this before on FoodBev, following its launch in Argentina and Chile some two years ago. Yet, this is still a dramatic step change for the company, especially with the new green logo. And it has been carefully reformulated for the European market using a little less stevia and a little more sugar.
After the launch of Oasis Mighty Drops just a few weeks ago, following Fanta with stevia, and Smartwater – all important launches in themselves – yesterday saw the launch in London of this major new move in the cola carbonates category. Made using the natural plant sweetener stevia, and blended with sugar, this green-labelled drink offers a third fewer calories, a natural listing and most importantly the same Coca-Cola taste we’ve all come to expect.
Coca-Cola Life will have 27 calories per 100ml compared to Coca-Cola’s 42 calories per 100ml, which is a third fewer calories. For example, in a 330ml can of Coca-Cola Life, there are 89 calories compared to the 139 calories in a can of Coca-Cola.
When it comes to pack format, it will be available in 330ml cans, 500ml bottles and the 1.75-litre bottle, plus 6x 330ml can multipack and 8x 330ml can multipack.
We all had the chance to taste it, and as well as having a clean mouthfeel, it was pleasantly less sweet than I expected. Aiming at the 35-55 age group, I think they could be on to something. Of course, they are concerned about ‘cannibalising’ their other brands, in particular Coke Zero and Diet Coke, but this natural remit also has the potential to draw in a heap of new consumers who have never even considered the cola category before.
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