Anuga 2017
Carst And Walker

Goodbye Coke Zero, Hello Coke Zero Sugar

As has been anticipated for some time, Coca-Cola in the US has announced that it would stop selling Coke Zero in the US in August, replacing it with a beverage with a different recipe, design, and name: Coca-Cola Zero Sugar.

“It is a reinvention of Coke Zero,” CEO James Quincey said.

According to Coca-Cola, Coke Zero Sugar is closer to the taste of Coca-Cola Original. However, with zero sugar and zero calories, the drink also appeals to customers who are seeking lower-sugar options.

“Coca-Cola Zero Sugar continued to grow double digits in Europe, Middle East & Africa and Latin America, the two operating segments with the broadest availability of the new recipe,” Coca-Cola said in a news release.

“This new zero-calorie cola recipe is a result of our strong in-house innovation capabilities, and also serves as an example of our ongoing efforts to deliver great-tasting drinks that also help consumers moderate their consumption of added sugar.”

As the popularity of regular soda continues to decline, beverage makers have focused on low and no-sugar options, as well as waters, teas and juices.

An ad for Coca-Cola Zero Sugar claims the drink “looks more like Coke” and “tastes more like Coke”.

In June Coca-Cola Australia announced a similar move, but that the variant in Oz would be called Coca-Cola No Sugar. Why a global brand name should be different in different markets is not clear.

South Africa is following the American route, with Coca-Cola Zero Sugar already on shelf, and seemingly launched without fanfare [or none that this editor is aware of].

Related reading:

RIP Coke Zero? New drink Coca-Cola No Sugar launching in Australia

 

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