Coke launches new flavour

Coca-Cola Amatil's launch of Coke Life is the first major new product for the brand since the highly successful Coke Zero in 2006.

Coca-Cola Amatil’s launch of Coke Life is the first major new product for the brand since the highly successful Coke Zero in 2006.

It is naturally sweetened using stevia with one-third less calories and sugar than standard Coke but with the same taste.

Speaking ahead of the launch, Coca-Cola Amatil’s chief executive Alison Watkins says, “For us it’s all about getting our top line moving again and we are all about growth.

“Coke Life has lot of potential to reinvigorate brand Coke as well as become a great brand in its own right, so we are very excited about it.

“And it’s a great way of making it very clear to our customers and to our people that we are absolutely back and we are absolutely investing in these great brands that we are custodians of.’’

Ms Watkins and her managing director of non-alcoholic beverages, Barry O’Connell, believe Coke Life is the kind of new drink that retailers have been crying out for – a healthy choice for calorie conscious shoppers who love the taste of Coke but have walked away from the brand of late due to concerns over diet and lifestyle. 

But more importantly, and simply, something new.

Mr O’Connell, who himself prefers Coke Zero, says it will appeal to younger drinkers but then quickly reach out to other segments of the population.

There will also be some crossover from Coke to Coke Life but he and his team want to see new drinkers coming back to Coke – and this will be a key test of the launch’s success.

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