Coca-Cola Enterprises (CCE) will be launching lower-calorie Coca-Cola Life in Great Britain in September.

First piloted in Argentina and Chile in 2013, this will be the first time it will be available in Europe. The cola contains a third less sugar and a third fewer calories than regular cola and is sweetened with a blend of sugar and naturally-sourced stevia leaf extract. As a result, a 330ml can contains 89 calories.

The launch is designed to drive incremental growth in the soft drinks category by appealing to 35-55 year old consumers who are looking for a lower calorie cola with sweetness from natural sources.

Coca-Cola Life will be available in 330ml cans, 500ml and 1.75ltr PET bottles, as well as in can multipacks all with striking green branding. The new product will be supported by in-store promotions, sampling and a marketing campaign that will include digital, outdoor and print.

Nick Canney, vice president sales and marketing at CCE, said: "The launch of Coca-Cola Life is an important part of our ongoing commitment to offer consumer choice for every occasion and meet changing lifestyle trends.

"Coca-Cola Life will sit alongside Coca-Cola, Diet Coke and Coke Zero, and is a truly differentiated proposition within the portfolio."

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