CCE is going green, in label at least, with the launch of Coca Cola Life, a lower calorie drink sweetened with natural sources stevia and sugar.
The new green-labelled drink has 89 calories in a 330ml can and is aimed at a slightly older market with a target audience of 35-55 year olds. It was launched last year in Argentina and Chile.
Available from September in a 330ml can, 500mml PET, 1.75L and six and eight multipacks, independent retailers will also be able to benefit from price marked packs. CCE recommends that the new cola is merchandised alongside Coke red.
Nick Canney, vice-president of sales and marketing at CCE, said: “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 upon our on-going strategy to bring new innovations to market.”