UK: Coca-Cola to replace full sugar Sprite with calorie-reduced stevia-sweetened version
Coca-Cola Great Britain has announced that it is taking further action to be part of the solution to the global problem of obesity. The move includes the launch of a new, reduced calorie Sprite in the UK from this month that will contain 30% fewer calories and, instead of being added as a mid-calorie addition to the Sprite range, it will completely replace the current Sprite.
In early 2009 Coca-Cola rolled out Sprite Green, its first drinks brand using Truvia sweetener, in the UK, as an extension to the main brand. According to Marketing Magazine, Sprite is the UK’s seventh-biggest-selling carbonated soft drink.
Aside from the new-recipe Sprite, Coca-Cola’s new actions are focused on the following three areas:
- Giving people simple and clear information about the calorie content of its drinks
- Encouraging people to get active and take part in regular physical exercise
- Continuing to offer people more choice in what they drink and raising awareness of low and no calorie alternatives
The first step involves the launch of a series of new adverts in the UK.”>A two minute video, titled “Coming Together”, aired on ITV and Channel 4 reminds viewers that all calories count in managing weight, including those in Coca-Cola’s products and brands.
It was followed by a second spot, “Be OK”, which aired later in the evening. “Be OK” gives clear information on the number of calories in a can of Coca-Cola and how much physical activity we need to do to burn those calories up. The advert also highlights no-calorie alternative, Coca-Cola Zero, for those who want the great Coca-Cola taste without the calories.
The videos form part of a global advertising campaign launched by The Coca-Cola Company earlier this year, aimed at explaining the importance of ‘energy balance’ to manage weight. In the UK, “Coming Together” and “Be OK” will be supported by advertising in print media, and further TV advertisements will follow in the UK over the course of the coming year.
The company also announced it was taking further action to implement the commitments made 11 months ago as part of the Department of Health’s Responsibility Deal Calorie Reduction Pledge, to which Coca-Cola was an early signatory.
- The launch of the new, reduced calorie Sprite in the UK from March 2013.
- New Coca-Cola Zero advertisements: Coca-Cola will launch new Coca-Cola Zero advertising in April. The advert will continue to build consumer awareness of Coca-Cola Zero’s great Coke taste, zero sugar, no calorie message. Over 45% of the Coca-Cola sold in the UK is Coca-Cola Zero or Diet Coke.
- The announcement of a renewed three-year partnership with UK charity StreetGames, to 2015, which continues the company’s commitment to deliver a lasting legacy of grassroots sports participation following the London 2012 Olympic Games. Since 2010, Coca-Cola Great Britain’s partnership with StreetGames has helped more than 110,000 young people from some of the most disadvantaged areas in the country access sports on their doorstep.
James Quincey, President Europe Group, The Coca-Cola Company said: “Obesity is a serious problem and I am determined we will take more actions in Europe to help address it. The actions announced today build on our earlier efforts and are part of a long-term commitment.”
The actions announced build on Coca-Cola Great Britain’s existing commitments in this area.
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