Coca-Cola Launches Stevia Sweetened Coke Variant for UK Market

11 Jun 2014 --- Coca-Cola Enterprises (CCE) is launching Coca-Cola Life into the UK this September after a successful trial in Chile and Argentina. The lower sugar variant, which carries green branding, is sweetened with a blend of sugar and stevia, and it contains a third less sugar and calories than regular Coke.

This is the first time that the natural sweetener stevia has been used in the core Coca-Cola range in the UK although it can be found in reduced-calorie Sprite and Glaceau Vitamin Water.

The UK will be the first European market for the launch of Coca-Cola Life, which was piloted in Argentina and Chile last year.

The launch forms part of Coca-Cola’s pledge to reduce the average calories per litre in its range of drinks by 5% by the end of 2014. CCE is a signatory to the government’s Responsibility Deal in the UK.

“We were early signatories to the UK Government’s Responsibility Deal and as we work with others across society to address the public health challenge of obesity in the UK and across Europe, we will continue to take actions that help people balance their lifestyles,” said president of Coca-Cola Europe, James Quincey.

The drink, which has 89 calories for a 330ml can, compared with 139 calories for a can of standard Coke, will be available in 330ml cans, 500ml PET bottles and 1.75-litre PET bottles. It will also come in six and eight-can multipacks.

Anti-sugar and anti-obesity campaigners have welcomed the new launch but some have expressed their concerns about CCE’s decision not to tackle the sugar levels in the standard ‘red’ brand.

“Coke Life is a step in the right direction but we would much rather have seen Coca-Cola reduce sugar in its main line as that would have had much more effect on people’s sugar intake,” explained Katharine Jenner, campaign director and nutritionist for campaign group, Action on Sugar.  “A small sugar reduction instead of a new brand would have allowed consumers’ taste buds to adjust and as the big seller, could have seriously reduced the nation’s sugar intake.”

The launch of Coca-Cola Life is being supported with in-store promotions and sampling activity, as well as a marketing campaign in digital, outdoor and print.

Coke Life will be made in factories at Sidcup in Kent, Edmonton in North East London, Wakefield in Yorkshire and East Kilbride in Scotland.