The new ‘zero’ flavours to entice consumers include Diet Coke Exotic Mango, Coca‑Cola Zero Sugar Peach, Fanta Pink Grapefruit, Sprite and Sprite Lemon Lime & Cucumber. Coca‑Cola Classic will also be available in smaller, more convenient pack sizes to help people to manage their sugar intake while on-the-go.
Coca‑Cola has introduced a new range of pack sizes and increasing ‘zero sugar’ flavours across the most popular brands to give consumers greater choice while ‘on-the-go’. The new options will help people to manage their sugar intake, while minimising the impact of the new government tax on soft drinks on shoppers and retailers alike.
New Zero Sugar Drinks
Our expanding range of zero sugar variants across leading brands Diet Coke, Coca‑Cola Zero Sugar, Fanta and Sprite have now been launched.
The no sugar flavour extensions, which are exempt from the government’s new tax on soft drinks, are also in keeping with our ongoing marketing strategy to ‘Hero Zero’, which aims to make no sugar options the easier choice for shoppers. Currently 43% of all Coca‑Cola sold has no sugar and the company envisages that this will increase to greater than 55% by 2020.
To help achieve this, the ‘zero sugar’ flavours set to entice consumers include Diet Coke Exotic Mango, Coca‑Cola Zero Sugar Peach in addition to Fanta Pink Grapefruit and a new no sugar recipe for Sprite, with the addition of Sprite Lemon Lime & Cucumber.
Coca‑Cola HBC is the market-leader in the sale of low and no sugar drinks across the island of Ireland, and this has been achieved by increasing diversifying our portfolio, reducing sugar across our range, while offering greater value and choice in zero sugar options through our ‘hero zero’ marketing strategy. Coca‑Cola HBC Ireland and Northern Ireland’s Marketing Manager, Martina Lovetinska
“2018 will be an exciting year, as we bring these great tasting zero sugar drinks to the marketplace. With the benefit of already popular brand names, I’m confident that the marketing plans we have in place will embed them as firm favourites for our consumers on-the-go.”
The company’s new zero sugar drinks will benefit from increased marketing support throughout the year.
With the brand’s ‘Because I Can’ campaign, Diet Coke Exotic Mango will benefit from above-the-line TV and out-of-home support, in addition to the benefit of digital partnerships, social influencer campaigns, in-store activation and extensive sampling to drive trial.
Bursting with smooth, fruity flavours, the newest cola variant Coca‑Cola Zero Sugar Peach also contains no sugar and will be supported throughongoing marketing of the Coca‑Cola Zero Sugar brand, which continues to drive overall cola category growth.
Helping to drive further transactions for retailers, the Fanta brand is also set for an exciting period, with a #FANTAGETCOLOURFUL activation in-store and across digital. Teens will be asked to share a Fanta-themed photo inspired by the product’s vibrant colour, for a chance to win an InstaSprocket printer. The new Fanta Pink Grapefruit will be a key pack in the campaign, and will also benefit from further launch support including out-of-home and proximity media, digital partnerships, point-of-sale and social influencer engagement.
Sprite’s core offering has also recently undergone refreshing changes, with a move to a fully zero sugar recipe, and will be complemented with a no sugar Lemon Lime and Cucumber flavour. Both variants will benefit from a new fresh identity that embraces Sprite’s original look while emphasising its natural flavours. Marketing support will include a major out-of-home, online video, and digital media campaign, in addition to nationwide sampling and in-store promotions.
Coca‑Cola Classic is one of the few products within the company’s portfolio that will be subject to the government’s tax on soft drinks and as a direct result the price per litre will increase.
In response, a new pack line-up has been introduced to offer greater choice to consumers on-the-go, with the introduction of new smaller, more convenient pack sizes for Coca‑Cola Classic. From April, Coca‑Cola Classic drinkers will also be able to choose a new smaller, more convenient pack size with the introduction of a sleek new 250ml slimline can and a 375ml (PET) bottle.
These packs will help those who still want Coca‑Cola Classic to choose the right pack size for them, while providing affordable options.
The full Coca‑Cola range will continue to be available in 500ml bottles and 330ml cans.
Coca‑Cola HBC is also the market leader in sales of zero sugar drinks on the island of Ireland and thanks to the extensive sugar reduction programme and focus on ‘hero-ing zero’, the majority of the company’s portfolio is exempt from the imminent government tax on sugar-sweetened drinks.