CCE to cut sugar and calories in Coca-Cola Life

Coca Cola Life

Coca-Cola Enterprises has announced that it is to introduce a new recipe for Coca-Cola Life that contains 45% less sugar and fewer calories than before.

After being launched in September 2014, it will continue to be sweetened with a blend of sugar and stevia plant extract but now with a greater level of stevia.

A 330ml can of Coca-Cola Life will now contain 76 calories and 19 grams of sugar – a third less than regular full-sugar colas. The new version will be available from April onwards.

CCE general manager Leendert den Hollander said: “I’m delighted that through extensive research and development we’ve been able to reduce the sugar and calorie content even further without compromising the great taste of Coca-Cola Life.

“We’ve had a really positive reaction from consumers since we launched. We think it will continue to appeal to consumers who are looking to reduce their sugar and calorie intake but do not want to switch to a sugar-free cola.

“Coca-Cola Life has an important role to play as part of our overall strategy to offer choice and raise awareness of our lower- and no-sugar options. In addition to regular Coca-Cola and Coca-Cola Life, we also offer two variants with no sugar – Diet Coke and Coca-Cola Zero.

“Investing in reformulation is just one of the actions we are taking to help people reduce their sugar and calorie intake alongside offering smaller pack sizes, putting colour-coded nutrition labels on the front of all our bottles and cans and increasing the marketing investment in our no sugar colas.”

The announcement follows the launch last week of a new global marketing strategy for Coca-Cola which will see all variants come together under one brand in a move which aims to drive awareness of the choice available within the Coca-Cola range. It is an extension of the strategy launched in Great Britain in March last year. The company also announced a new global marketing campaign, Taste The Feeling, which will bring the strategy to life.

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