Coca-Cola Australia will unveil a new recipe and look for Coca-Cola No Sugar, as part of the company’s move to create a zero-sugar drink which tastes like Coca-Cola Classic.
The new recipe, which optimises current Coca-Cola No Sugar flavours and existing ingredients, has begun hitting Australian shelves this month and is supported by a new look packaging design.
The global reformulation of Coca-Cola No Sugar is the result of years of innovation to deliver a new and improved taste. The reformulation launch will be supported by an integrated marketing campaign, asking Australians whether “this is the best Coke ever?”
Coca-Cola Australia continues to invest in the no sugar category. In 2019, the company committed to reducing sugar throughout its portfolio by 20 per cent by 2025.
“We know there continues to be a growing appetite for no sugar options and as people’s tastes and preferences have changed, so have we,” Coca-Cola Australia marketing director Kate Miller said.
“We believe this new taste will be popular with our current drinkers, as well as Coca-Cola Classic drinkers who are looking for a zero-sugar alternative.”
The reaction from Australians in taste tests has been positive. Coca-Cola Australia’s research demonstrates that the new recipe of Coca-Cola No Sugar is significantly preferred among Australian consumers to the previous recipe. It is favoured among Coca-Cola Classic drinks compared with the previous recipe.
“Since Coca-Cola No Sugar was launched in Australia in 2017, the product has seen significant growth and we continue to innovate to keep driving this growth,” Miller said.
“We believe this is the best Coke ever and we’re excited to hear whether Australians think the same.”
The new Coca-Cola No Sugar also features an updated packaging design that is being rolled out consistently across all global markets in an evolution of the company’s “One Brand” strategy launched in 2016.
Using Coca-Cola’s black Spencerian script, Coca-Cola No Sugar leverages the iconic trademark in a different way to indicate the No Sugar variety, making the products easily distinguishable to consumers.
Led by Coca-Cola No Sugar, the fresh new look will be carried across all Coca-Cola Trademark packs in Australia including Coca-Cola Classic and Diet Coca-Cola throughout 2021.
The new recipe, design and campaign for Coca-Cola No Sugar has already launched in Europe, Latin America, Asia and North America. The rest of the trademark design evolution will follow, rolling out globally throughout 2021 and 2022.
The new Coca-Cola No Sugar is available in a variety of sizes, across all retailers in Australia starting from August 2021.