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US: Coca-Cola Zero Sugar gets a revamp

Coca-Cola Zero Sugar is rolling out with a new recipe and packaging in the US, with the product promising ‘an even more iconic Coke taste’.

Coca-Cola Zero Sugar is a zero calorie and zero sugar alternative to Coca-Cola, with the aim of mirroring its taste as closely as possible (distinct from Diet Coke, which is positioned around a ‘lighter taste’).

Zero Sugar was launched in 2005 and reformulated in 2017 to align the taste closer to Coca-Cola; with the new recipe aiming to close the gap further. 

The ingredients in the new Zero Sugar, which is sweetened by aspartame and acesulfame potassium, have not changed: Coca-Cola has rather ‘further optimised the blend of flavours’ for the relaunch, without disclosing the exact nature of the recipe change.

All the listed ingredients, sweeteners and nutritional information remain the same.

The new recipe launched on shelves in Europe and Latin America earlier this year and the revamped product represents one of the top global ambitions for Coca-Cola in 2021.

While Coca-Cola describes the brand as an ‘enormous success’, it notes that it still represents a relatively small percentage of the overall Coca-Cola trademark. Its overhaul has been prompted by consumer insight and a focus on constant improvement, says Coca-Cola.  

In order to continue to drive growth of our diets and lights category, we must keep challenging ourselves to innovate and differentiate just as other iconic brands have done,”​ said Natalia Suarez, senior brand manager, Coca-Cola TM, North America Operating Unit. 

“The consumer landscape is always changing, which means we must evolve to stay ahead.”​

The packaging is also benefiting from a refresh: a simplified design is anchored by the Coca‑Cola logo and red cues, with black Spencerian script signaling the Zero Sugar variety and “Now More Delicious” messaging highlighting the new formula.

The new Coca-Cola Zero Sugar starts hitting shelves in the US this month with full nationwide distribution in the US and Canada following next month, accompanied by an integrated marketing and sampling campaign with creative across outdoor, retail, streaming audio/local radio, online video, digital and social media channels.