Coca-Cola Life, a lower-calorie cola sweetened with a blend of sugar and naturally sourced stevia leaf extract, will make its European debut later this year.
The newest member of the Coke Trademark — which was first introduced in 2013 in Argentina and Chile — will reach retail shelves in Great Britain starting in September.
With a third less sugar and a third fewer calories than Coca-Cola, Coca-Cola Life’s sweetness comes from a blend of sugar and stevia leaf extract. A 330-ml can of Coca-Cola Life contains 89 calories.
Stevia leaf extract is naturally sourced from the stevia plant, which is native to Paraguay.Sweeteners made from stevia are calorie-free and up to 200 times sweeter than table sugar.Coca-Cola Great Britain currently uses stevia leaf extract as a sweetener in Sprite and glacéau vitaminwater.
“With Coca-Cola Life, we have innovated to provide consumers with a new option with fewer calories,” said James Quincey, Coca-Cola Europe. “It complements our existing brands and is well-positioned to meet changing lifestyle trends, providing people with a great-tasting, lower calorie cola sweetened from natural sources.”
The launch of Coca-Cola Life is the latest in a series of initiatives from Coke to promote well-being and address obesity in the UK by providing consumers with beverages for every lifestyle and occasion and encouraging people to move more. Recent efforts include launching 250-ml cans across the Coca-Cola portfolio, announcing a commitment to get 1 million people more active by 2020, and pledging to reduce the average calories per liter across its sparkling beverage portfolio by 5 percent by the end of 2014.
“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,” Quincey added.
Coca-Cola Life will be available in a variety of fully recyclable packaging featuring striking green branding. The September launch will be supported by a comprehensive marketing campaign, including digital, outdoor and print advertising.
Jon Woods, general manager, Coca-Cola Great Britain and Ireland, said Coca-Cola Life will appeal to consumers looking to reduce their calorie intake without sacrificing taste.
“There is growing interest in new ingredients like stevia leaf extract that provide sweetness from natural sources,” he said. “We believe Coca-Cola Life is the Coke for them.”
The Coca-Cola Company is exploring the potential roll-out of Coca-Cola Life in other markets.