Coca-Cola Australia has introduced its new formula Coca-Cola No Sugar – part of the company’s commitment to reduce sugar throughout its portfolio by 20 per cent by 2025.
The strategy is that if more consumers of the Classic original recipe switch to the sugar-free option, overall sales of sugar-laced beverages in the company’s portfolio will fall.
Creating a sugar-free drink with the same taste as Coca-Cola Classic is the result of years of research, including taste testing in Australia.
“We know there continues to be a growing appetite for no-sugar options and as people’s tastes and preferences have changed, so have we,” said Kate Miller, marketing director of Coca-Cola Australia. “We believe this new taste will be popular with our current drinkers, as well as Coca-Cola Classic drinkers who are looking for a zero-sugar alternative.”
The new recipe, which is upgraded from the current sugar-free flavours, is available in Australian supermarkets this month with new packaging.
Featuring the updated packaging design, an evolution of the ‘One Brand’ strategy launched in 2016, Coca-Cola No Sugar uses the signature trademark in a different way to make it stand out in the line of sugar-free products and make it easy for consumers to distinguish.
The fresh new look will be extended across all Coca-Cola packs in Australia including Coca-Cola Classic and Diet Coca-Cola.