Coca-Cola has recently announced that they are renaming and reformulating Coca-Cola Zero as an effort to improve the flavor and to drive consumer sampling of the carbonated soft drink. The new formula is suppose to taste like a regular Coca-Cola but with no sugar or calories. The soft drink will now be called Coca-Cola Zero Sugar, selling its “new improved taste” boldly on the label.
“More than 10 years ago, we launched Coca-Cola Zero with a revolutionary recipe that gave fans real Coca-Cola taste without the sugar and calories,” said Stuart Kronauge, senior vice president of marketing, Coca-Cola North America, Atlanta. “The brand grew strongly after its launch and gained millions of loyal fans over time, but we recognized an opportunity to give the brand another boost and to encourage more Coca-Cola fans to try a great-tasting zero-sugar product.”
Coca-Cola Zero was first launched in 2005 and the carbonated soft drink found success quickly early on. As time went on, however, consumers became increasingly concerned about artificial sweeteners, the strength of Coke Zero slowly decreased. Coca-Cola is now banking on the taste to turn around sales.
“We’ve used our in-house innovation capabilities to make the great taste of Coke Zero even better and a lot like a Coke,” Kronauge said. “To achieve this, we optimized the unique blend of flavors that gave Coke Zero its real Coca-Cola taste in the new and improved Coca-Cola Zero Sugar recipe.”
As the company continues to create new beverages and evolve its recipes, Coca-Cola Zero Sugar represents the company’s latest zero-sugar product innovation. It joins a roster of nearly 250 other no- and low-calorie beverages offered in the United States, the company said.
The U.S. launch of the new soft beverage will differ from other rollouts around the world. Retailers were asked in Australia to stock the Coca-Cola No Sugar along with the Coca Cola Zero. Due to this requirement, one of the large supermarket chains in the country refused to stock the new carbonated drink.
“Our customers looking for a no-sugar or low-sugar cola option have ample choice already in the category across a range of different pack sizes and formats,” a spokesperson for Woolworths told News Corp. Australia.
Starting in August, Coca-Cola Zero Sugar will be available nationwide on U.S. store shelves. The product launch will be supported through an integrated marketing campaign, including TV, digital, radio, outdoor, social media and retail advertising that will promote the brand’s Coca-Cola taste with zero sugar. The campaign will also include an experiential sampling tour starting in September that will allow local communities throughout the country to try the new innovation.
While Coca-Cola remains optimistic, consumers have not been shy in voicing their opinion as many took to twitter to express their displeasure. Many are upset that the Coca-Cola Zero will no longer be available. We will see if the new recipe will bring as much displeasure to consumers like when the company tried changing their original recipe to create the “New” Coca-Cola.
Source: CSP Daily News