Coca-Cola Great Britain has launched what it claims is its biggest new product campaign in a decade as Coca-Cola Zero Sugar, the new sugar-free Coca-Cola, hits shelves across the UK.

The new recipe is supported by a multi-million-pound marketing campaign. All marketing activity, from advertising to experiential, is focused on making consumers reconsider their view of sugar free soft drinks and try the new product.

Commenting on the launch of Coca-Cola Zero Sugar, Leendert Den Hollander, general manager at Coca-Cola European Partners, said: “We know that millions of people across the UK love the taste of Coca-Cola Classic so we’re excited to unveil the new Coca-Cola Zero Sugar. We already offer a number of great tasting drinks with no sugar but with Coca-Cola Zero Sugar we’ve spent years developing this new recipe to get even closer to the taste of Coca-Cola Classic without the sugar.

“That’s important because we know a growing number of people want to reduce their sugar intake but have been reluctant to try a no sugar option because they don’t think they taste as good as the original. As well as ensuring it tastes great we’re putting our biggest marketing investment in a decade behind this launch and throughout the summer we’ll be encouraging people to choose no sugar.”

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