Coca-Cola Life which contains a third less sugar and a third fewer calories than regular cola and is sweetened with a blend of sugar and natural-sourced stevia leaf extract, will be available in glass contour bottles with green branding and are targeted at 35-55 year old consumers looking for a lower calorie cola with sweetness from natural sources.
The launch is part of CCE’s investment in the licensed channel, which includes celebrating 100 years of the iconic Coca-Cola glass bottle this year. As part of the anniversary, the four glass bottles in the Coca-Cola range – Coca-Cola, Coca-Cola Life, Coca-Cola Zero and Diet Coke – will all feature new coloured labels which will also now show calorie content and the functional benefit of each variant and are part of CCE’s new ‘one brand strategy’ to promote the full choice of Coca-Cola variants and show clear difference between the four products.
Caroline Cater, operational marketing director at CCE, said: “The launch of Coca-Cola Life to our on-trade customers is an important part of our ongoing commitment to offer consumer choice for every occasion and meet changing lifestyle trends. The Coca-Cola Life branding on the iconic glass contour bottle is very striking and sits well alongside the new Coca-Cola, Diet Coke and Coke Zero branded bottles. It is a different proposition within the portfolio, providing consumers that are looking for a great tasting lower calorie cola with sweetness from natural sources. Coca-Cola Life, along with the new packaging under the Coca-Cola ‘one brand strategy’, will also help to drive incremental growth of the total soft drinks category building upon our on-going strategy to invest in the channel.”
Coca-Cola Life is the first new Coca-Cola to be launched in the UK since the arrival of Coca-Cola Zero in 2006.