Coca-Cola Enterprises (CCE) has announced the launch of Coca-Cola Life in Great Britain this autumn.
This lower-calorie 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. 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 2014.
Coca-Cola Life is the first new Coca-Cola to be launched in Great Britain 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 that are looking for a lower-calorie cola with sweetness from natural sources.
Coca-Cola Life will be available to vending outlets in a 330ml can, and 500ml PET bottle, 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.
