Coca-Cola lifts lid on bid to sweeten customers

SCOTT ROCHFORT
MARCH 30, 2015
HERALD SUN

Coca-Cola has launched a new range of drinks. Picture: SARAH CLIFTON
COCA-COLA Amatil chief executive Alison Watkins has her fingers crossed that a plant from Paraguay will help lead to a revival in sales of her company’s trademark product.
In response to growing community health concerns that have hit sales over the past two years, Amatil this week will start to distribute Coke Life, its first new Coke branded product since Coke Zero was launched in 2006.
With 35 per cent less sugar and calories than traditional Coke, the new cola includes a natural sweetener made from the leaves of the Stevia plant which has zero calories.
“Coke is about half of our business here in Australia and New Zealand — we really want to make sure that we keep brand Coke as our flagship brand,” Ms Watkins told BusinessDaily.
The $10 million launch will see one million cases of the product delivered to 30,000 stores and vending machines by the end of July.
The Coke Life launch is part of Amatil’s strategic plan to “re-engage” or attract new consumers to the brand, which has also seen the company boost its activity in social media to attract younger drinkers and introduce smaller can sizes.
The key target audience for the launch of Coke Life will be 30 to 45-year-olds.
“We think that many of our loyal Coke drinkers will enjoy a Coke Life, those who are perhaps getting to an age where they are wanting to consume something with a few less calories,” Ms Watkins said.