Coca-Cola Life will be released in the U.K. in September of this year. This is the first new product release for Coca-Cola in the U.K. in eight years. The last big release was Coke Zero, which debuted in 2006 and was targeted to men seeking a no-calorie alternative to regular Coca-Cola.
Coca-Cola Life will come in a green can, unlike other Coca-Cola and Coke branded products that have featured the Coca-Cola red in some way on all packaging. However, the iconic Coca-Cola logo will be prominently displayed on the Coca-Cola Life label.
Coca-Cola Life is a “middle of the road” option for people who want to reduce their calorie consumption. At 89 calories per 330 ml can, Coca-Cola Life is significantly fewer calories than regular Coca-Cola.
Rebecca Smithers of The Guardian reports that the company is marketing Coca-Cola life not only as a lower calorie alternative to its flagship product but also as a “natural” alternative because Coca-Cola Life is sweetened with a combination of sugar and stevia rather than artificial sweeteners. Stevia sweetener comes from a South American leaf, and it was approved for use in foods in Europe in 2011. It’s already used in a variety of products in the U.K., including Coca-Cola’s Sprite.
Coca-Cola is also promoting Coca-Cola Life as its first new product in support of the U.K. Government’s Responsibility Deal to which the company committed to reducing the average calorie count per liter in its beverage products by 5% by the end of this year. However, health advocacy groups argue that Coca-Cola Life still contains too much sugar (more than four teaspoons of sugar are in one 330ml can of Coca-Cola Life, equal to one-quarter of a child’s recommended daily amount).
Interestingly, the Coca-Cola company reports that more than 40% of the Coca-Cola products that it sells in the U.K. are no-calorie products. In total, the company sells 100 products in the U.K. (21 brands).
We’ll have to wait and see how consumers react to Coca-Cola Life. What do you think? Good brand extension or not?
Will you buy Coca-Cola Life?
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