Coca-Cola Enterprises (CCE) has announced the launch of Coca-Cola Life in Great Britain (GB), which will be available later this year.
First piloted in Argentina and Chile in 2013, this will be the first time it will be available in Europe. This lower-calorie cola contains a third less sugar and a third fewer calories than regular cola and is sweetened from natural sources.
Sweetened with a blend of sugar and naturally-sourced stevia leaf extract, a 330ml can of Coca-Cola Life contains 89 calories and features green branding that will join Coca-Cola, Diet Coke, and Coca-Cola Zero on shelves from September. Coca-Cola Life is the first new Coca-Cola to be launched in GB since the arrival of Coca-Cola Zero in 2006.
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 to grocery, convenience and wholesale outlets in a 330ml can, 500ml PET bottle, 1.75L PET bottle, 6 x 330ml can multipack and 8 x 330ml can multipack at the same RRPs as the rest of the Coca-Cola range. The new product will be supported by in-store promotions, sampling and a marketing campaign that will include digital, outdoor and print.
Nick Canney, VP 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, providing consumers that are looking for a great tasting lower calorie cola with sweetness from natural sources.
“Coca-Cola Life will also help to drive incremental growth of the total soft drinks category building on our on-going strategy to bring new innovations to market. Last year CCE delivered 40% of the value generated by innovation within the category, which was worth £96m in sales to our customers.”