Coca-Cola European Partners (CCEP) is launching two new variants of Diet Coke and one for Coca-Cola Zero Sugar, in a move to build on the growing consumer demand for light colas (Nielsen MAT Value Sales Total GB w/e 26.08.17) and flavour options (Kantar WorldpanelTake Home 52w/e 13.08.17) in Great Britain.
Diet Coke, the number two soft drinks brand in GB (Nielsen MAT Value Sales Total GB w/e 26.08.17), will see the addition of Exotic Mango and Feisty Cherry in February, as part of CCEP’s strategy to boost its lights portfolio and offer more low-calorie options to consumers. This is the first time the brand has introduced new flavours since 2003 and the variants will be the first in the Diet Coke portfolio to feature a new contemporary design, which includes images and coloured banners to reflect the bold flavours.
Coca-Cola Zero Sugar Peach will also be available following the success of the brand’s Cherry and Vanilla variants in 2017. It will feature a new, sophisticated red can design to celebrate the iconicity of the Coca-Cola brand.
Diet Coke Exotic Mango and Coca-Cola Zero Sugar Peach will offer bold, fruity variants of the well-loved brands, whilst Diet Coke Feisty Cherry will appeal to consumers looking for something a little different, with a kick of chilli alongside the cherry.
This latest innovation taps into the popularity of light colas, which are worth £915.5million (Nielsen MAT Value Sales Total GB w/e 26.08.17), and the growing consumer trend for unique, exciting options. 4.7million households in Great Britain buy flavoured colas and the category brings 340,000 incremental shoppers to the wider cola segment every year (Kantar WorldpanelTake Home 52w/e 13.08.17).
The new flavours will be available in a range of pack formats, including 500ml PET and 330ml cans in both price marked and plain packs, 1.25ltr and 8x330ml can multipacks.
A £10million marketing campaign will support the launch and will include sampling, POS, out of home, digital and social media to help drive consumer awareness.
Simon Harrison, customer marketing director at Coca-Cola European Partners, said: “This is an exciting next step for two of our most popular brands. The new additions were designed with some of the fastest-growing consumer trends in mind, and underline our commitment to offering consumers even more choice through a portfolio of light flavour options.”