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.
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.”
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
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.
general manager, Coca-Cola Great Britain and Ireland, said Coca-Cola Life will
appeal to consumers looking to reduce their calorie intake without sacrificing
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.