News Worms
News Worms

Coca-Cola to shrink bottles and raise prices due to United Kingdom sugar tax

Coca-Cola to shrink bottles and raise prices due to United Kingdom sugar tax

The company says after speaking to 10,000 people and spending years exploring combinations such as tropical, citrus and botanical notes, "it found magic" with the new Ginger Lime, Feisty Cherry, Zesty Blood Orange and Twisted Mango flavours.

Asked about this, a Coca-Cola spokesperson told just-drinks that the company is adopting the One Brand plan in the USA for regular, Zero and Life but not for Diet Coke because it "has such a large and loyal fan-base".

"Diet Coke is one of the most iconic brands loved by millions of fans in North America", said Rafael Acevedo, Coca-Cola North America's group director for Diet Coke.

"We cast a very broad flavour net after looking at what millennials are eating and drinking and what food and beverage trends and insights told us", said Melissa Schwartz, senior brand manager for Diet Coke.

"We set out to demonstrate progressive change and innovation with a look that would appeal to a consumer seeking bolder flavours, but without alienating the loyal Diet Coke fan base".

The new Diet Coke range will be packaged in taller 12-oz cans, and sold as on-the-go singles and in eight-packs. Diet Coke itself was down 6% in the same period, while PepsiCo's Diet Pepsi suffered even more with an 8% volumes drop.

The 125-year-old purveyor of sugary beverages has opted to offset costs and reduce package sizes, rather than alter its famous secret recipe as the Government's sugar tax comes into force later this year.

But the Diet Coke you think you know is history.

That's a sentence someone has presumably not only said, but also acted upon, as Coca-Cola have announced plans to roll out four more options on top of its standard "Diet Coke flavour".

James Sommerville reviews comps of the new Diet Coke packaging designs.

According to Coca-Cola, the new products will be introduced to USA stores this month and will be in distribution in the worldwide market in February. A refreshed visual identity, meanwhile, lives up to Diet Coke's new flavors and packaging.

Has Coca-Cola back-flipped on its "one brand" strategy?

The redesigned cans will retain the brand's silver and red colouring, with different coloured accents for each of the new flavours. "We want to build on the success we have had to date reminding people of what makes it so special". While the low- and no-calorie beverage category has been under pressure, its performance has been improving recently, and Diet Coke remains an incredibly strong brand. The brand's new design and flavors will be available first in the United States, followed by Canada in February.


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