Coca-Cola has launched Coca-Cola Zero Sugar in a bid to modify its brand portfolio and further extend its market share. The new product, which has an improved taste, is more like the original Coca-Cola but without sugar.
Speaking during the launch, Coca-Cola Country Manager Kenya Satyajit Ram said: “To drive sustainable growth for our brands will require a continued strategic shift in how we think about growth and how we continuously satisfy the needs of our consumers.”
Lucy Oduor, Coca-Cola Marketing Manager Kenya added that as part of the brand’s strategy, they are making choice easier and simpler for those who love the great taste, upliftment and refreshment of the Coca-Cola brand. To provide choice among consumers there will be two Coca-Cola variants in the market; Coca-Cola Original Taste and Coca-Cola with Zero Sugar.
“This is also important for providing the clarity to our consumers so that they can make the choice that fits their lifestyle and enjoy the moment with any Coca-Cola to suit their needs.”
Coca-Cola recognises the opportunity it has to enable consumers not only to enjoy its portfolio of beverages but also to responsibly manage intake of added sugars. The launch of Coca-Cola Zero sugar is one of many steps the company is taking.
Coca-Cola Zero Sugar will be available more outlets in 300ml RGB, 500ml, 1.25Lt PET and 330ml cans.
The launch of Coca-Cola Zero Sugar is in line with the “One Brand” Strategy which seeks to help consumers choose whichever Coca-Cola suits their taste, lifestyle and diet.
Coca-Cola as the World’s number 1 non-alcoholic beverage and the runaway market leader in Kenya is well known for breakthrough marketing campaigns and marketing innovations. In the recent past it has launched other highly successful campaigns such as the Taste the Feeling, Billion Reasons to Believe, Coke Side of Life, Brrrr amongst others that have been very well received by Kenyan consumers.
In addition, the company has embarked on new innovations including launch of Minute Maid Pulpy and Dasani Sparkling Flavoured waters in line with their vision to be a total beverage company.
