Coca-Cola Life

Coca-Cola Life
Type Cola
Manufacturer The Coca-Cola Company
Distributor The Coca-Cola Company
Country of origin Argentina
Chile
Introduced 2013
Color Caramel E-150d
Flavor Cola
Related products Coca-Cola
Diet Coke
Website Official website
A can of Coca-Cola Life

Coca-Cola Life is a lower-calorie version of Coca-Cola, made using stevia and sugar as sweeteners. It has 27 kilocalories/100 mL, containing only 60% of the calories of regular Coca-Cola.[1] It was created in Argentina and Chile after five years of research together in these countries.[2]

Ingredients

The drink contains stevia leaf extract.[3] Stevia has few calories.

Coca-Cola Life is the first branded Coke product to use stevia leaf extract.[4] However, it is not the first product owned by the Coca-Cola company to use stevia. Over 45 products distributed by Coca-Cola use stevia extract,[5] including Vitamin Water and Seagram's Ginger Ale.[6]

Coca-Cola Life contains sugar, but uses less sugar than traditional Coca-Cola. An 8 US fluid ounces (240 ml) serving contains around 60 calories, 17 grams of carbohydrates of which 17 grams is sugar (equals only 1/3 less sugar than traditional Coca-Cola). The list of ingredients is carbonated water, cane sugar, caramel color, caffeine, phosphoric acid, and stevia.[7][8]

Coca-Cola Life can be compared with Pepsi True, which also uses sugar and stevia as a sweetener.

Packaging

The drink comes in glass bottles, plastic bottles, and aluminum cans. The logo is a small green leaf.[9] The plastic bottle is fully recyclable (like normal PET bottles) and 30 percent plant-based, with fossil-fuel plastic accounting for the remaining 70 percent of the bottle.[10]

Distribution

Coca-Cola Life was launched in Argentina in June 2013, in Chile in November of that year, in Sweden in June 2014 and in the UK in September 2014. It has subsequently been launched in many other countries. Coca-Cola Life tried to co-exist with Diet Coke and Coca-Cola Zero[11] in the Argentine and Chilean market, but it has been slowly removed from those markets due to its low reception from customers.. Due to decrease in sales, and increase of Coca-Cola Zero Sugar sales, Coca-Cola Life will no longer be sold in the UK after June 2017.

Coca-Cola Life is currently sold in:

  • Argentina [12]
  • Armenia
  • Australia (branded as 'Coca-Cola with Stevia') [13]
  • Austria
  • Belgium[14]
  • Brazil (called Coca-Cola com Stevia) [15]
  • Canada
  • Chile [16]
  • Colombia
  • Costa Rica
  • Croatia
  • Denmark[17]
  • Ecuador
  • Estonia
  • Finland
  • France[14][18]
  • Germany[10][19][20]
  • Ireland[21]
  • Italy [22]
  • Japan[23]
  • Latvia[23]
  • Lithuania
  • Luxembourg[23]
  • Malta
  • Namibia
  • Netherlands [14]
  • New Zealand [13]
  • Norway [24]
  • Philippines
  • Poland
  • Romania
  • Russia
  • South Africa
  • South Korea
  • Sweden[25][26]
  • Switzerland[27]
  • Ukraine (since 2017)
  • United Arab Emirates[28]
  • United Kingdom[23]
  • United States[23]
  • Uruguay

Australia

Coca-Cola Life was introduced into Australia in March 2015. In early 2017, the brand was dropped due to poor sales and replaced with 'Coca-Cola with Stevia', which contains less sugar than Coca-Cola Life.[29]

Canada

The roll-out of Coca-Cola Life in Canada began in the Fall of 2016,[30] with the product being sold at a number of locations including Walmart, Shoppers Drug Mart and London Drugs. In Canada the product is available in 355mL cans, 222mL mini cans and 500mL bottles. In Canada the product is sweetened from natural sources and contains 50% fewer calories than regular colas.[31]

United States

The roll-out of Coca-Cola Life in the United States began in the summer of 2014, with the product being sold at a number of locations of The Fresh Market grocery store.[23] Nationwide distribution began on November 4, 2014.[7] The release of Coca-Cola Life is the first Coca-Cola product launch in the U.S. since 2006.[32]

Prior to the full-scale national launch, the market research firm Haynes & Co. said that early research findings showed a positive view by consumers toward the drink.[7] The company plans to host 4,000 events at stores where people can sample the drink for free.[23] To help with its advertising and public marketing campaign, the company hired Fitzgerald and Company to develop strategy and promote the product on social media.[33]

United Kingdom

Coca-Cola began offering the drink to U.K. customers in September 2014.[34] The offering was the first new Coca-Cola product introduced in the U.K. in eight years. In 2016 it was reformulated and now contains even less sugar than regular Coke (45% less). On April 5th, 2017, it was announced that due to a decrease in sales, and increase in Coca-Cola Zero Sugar sales, that Life would no longer be sold and discontined after June 2017. [4]

To promote the drink, at one event the company hired British model and actress Rosie Huntington-Whiteley, who promoted the drink at a launch party in London in September.[35]

In August, The Telegraph sent a correspondent, Harry Wallop, and a film crew onto the streets of Victoria to conduct a taste test of random people. In a video news segment produced from the taste test, Wallop says that most people could tell the difference in taste between Coca-Cola classic and Coca-Cola Life, although many people told him they preferred the taste of Life.[9]

In the United Kingdom, the Coca-Cola company has led several health initiatives, and it considers the introduction of Coca-Cola Life as a vital component to its initiatives. Specifically, the company promoted lower obesity rates and more active lifestyles among British people. The company insisted in connecting the roll-out of Life with its stance on promoting health.[34][36]

The Grocer, a 150-year-old magazine in the U.K.,[37] conducted a blind taste test among seven of its staff members in June. According to The Grocer, all seven tasters preferred the taste of Life to the other products. (The article in The Grocer did not specify which products Life was tested against.) However, all seven tasters said that they thought they had been tasting Coca-Cola Classic.[38]

Argentina

In Argentina, the launch of Coca-Cola Life placed an emphasis on the recyclable bottle. The drink is distributed in Coca-Cola's "PlantBottle", which is made up of recyclable petroleum-based material plus around 30 percent plant-based material.

Coca-Cola released a television ad in Argentina called "Parents" to promote Coca-Cola Life.[39] Marketing in Argentina was focused, much like in the U.K, around healthy lifestyles.[32] "Parents" is a humorous commercial featuring a young married couple receiving news about their first pregnancy. The commercial shows the parents going through common hardships of young parenthood, such as getting little sleep, having a toddler make a mess in the house, etc. Toward the end of the commercial, the father closes his eyes and takes a long drink from a Coca-Cola Life bottle. He opens his eyes, and while still drinking, his wife shows him a "positive" pregnancy test result. What appears to be a look of horror on the father's face (his eyes widen) turns into a look of joy and excitement.[40]

In December 2014, the advertising magazine AdWeek gave the commercial an award in the "Best Ads of 2014" category.[39]

Armenia

In Armenia Coca-Cola Life is exclusively available in SAS supermarket. One can of 0,33 l costs almost one US dollar.

Critics

Critics opine Coca-Cola Life is simply a marketing gimmick or "greenwashing" of its outdated image with the original Coca-Cola drink.[41][42]

References

  1. ↑ "Official Coca-Cola Life FAQ". 15 August 2014.
  2. ↑ "Coca-Cola Life: the new version of the soft drink created in Chile and Argentina". 22 November 2013.
  3. ↑ "Coca-Cola Life Ingredients". The Coca-Cola Company. Retrieved 13 December 2016.
  4. 1 2 Hofherr, Justine (17 June 2014). "Is The New Coca-Cola ‘Life’ Healthier Than Regular Coke? (And Will It Come to The US?)". The Boston Globe. Retrieved 22 December 2014.
  5. ↑ "Stevia-sweetened Coca-Cola Life hits American shores". Atlanta Business Chronicle. American City Business Journals. 4 November 2014. Retrieved 22 December 2014.
  6. ↑ Truong, Alice (22 July 2013). "Green Coke? In Argentina, Coca-Cola Life Features Green Label, Bottle, And Ingredients". Fast Company. Retrieved 21 December 2014.
  7. 1 2 3 Horovitz, Bruce (4 November 2014). "Researcher: Coca-Cola Life is a hit". USA Today. Retrieved 22 December 2014.
  8. ↑ "Coca-Cola Life Ingredients". Coca-Cola Great Britain. Retrieved 22 December 2014.
  9. 1 2 Wallop, Harry (22 August 2014). "Taste Test: does Coca-Cola Life taste better than regular Coke?". The Telegraph. Retrieved 22 December 2014.
  10. 1 2 "Kommt bald die "grüne" Cola?". Retrieved 16 May 2015.
  11. ↑ "Official Coca-Cola Life FAQ #2". 28 June 2013.
  12. ↑ "COTO ditigal". Retrieved June 28, 2016.
  13. 1 2 "Coke to introduce low calorie green fizz". NZ Herald. 30 October 2014.
  14. 1 2 3 "Coca-Cola Life will launch in France, Belgium and Netherlands". Coca-Cola Enterprises. The Coca-Cola Company. 13 October 2014. Retrieved 2 January 2015.
  15. ↑ "Coca-Cola com Stevia e 50% menos açúcares". Coca-Cola Brasil. The Coca-Cola Company. 18 May 2016. Retrieved 18 May 2016.
  16. ↑ "Llegó a Chile Coca-Cola Life®, la primera bebida cola baja en calorías endulzada naturalmente con stevia y azúcar - Coca-Cola Chile". Retrieved 16 April 2016.
  17. ↑ "Nu lander Coca-Cola Life i Danmark". FødevareWatch. Retrieved 2015-12-30.
  18. ↑ Majoube, Ulla (7 October 2014). "Le Coca-Cola Life à la stévia arrive en janvier 2015 en France". L'Express (in French). Retrieved 2 January 2015.
  19. ↑ "Coca-Cola Life mit Stevia-Süße: Coca-Cola Deutschland". 30 January 2015. Retrieved 22 March 2015.
  20. ↑ "Coca-Cola Life: Der Nepp mit der grünen Cola". Retrieved 16 May 2015.
  21. ↑ "Coca-Cola Ireland Announces Plans To Launch Coca-Cola Life". 10 October 2014. Retrieved 23 January 2015.
  22. ↑ "COCA-COLA LIFE è arrivata anche in Italia". Beverfood.com. Retrieved 16 April 2016.
  23. 1 2 3 4 5 6 7 "Coca-Cola Life Arrives On Shelves Nationwide". The Coca-Cola Company. 4 November 2014. Retrieved 20 December 2014.
  24. ↑ "Dagligvarer: Nå kommer Coca-Cola Life til Norge - Dinside Økonomi". DinSide. Retrieved 16 April 2016.
  25. ↑ Bouckley, Ben (27 October 2014). "‘Too early to declare victory’ with Coca-Cola Life: Coca-Cola Enterprises". Beverage Daily. Retrieved 2 January 2015.
  26. ↑ Horovitz, Bruce (1 October 2014). "Green is the new red for Coke Life opening". USA Today. Retrieved 2 January 2015.
  27. ↑ "Official Coca-Cola Press Release". 17 February 2015.
  28. ↑ "Have you tried the new Coca-Cola in the UAE?". wknd. Khaleej Times. 14 November 2016. Retrieved 16 November 2016.
  29. ↑ "Coca-Cola Life disappears from Australian shelves". 26 April 2017. Retrieved 10 June 2017.
  30. ↑ "Coca-Cola Life Arrives in Canada". Retrieved 2016-09-29.
  31. ↑ "Coca-Cola Life". Retrieved 2016-09-29.
  32. 1 2 "What's Up With This Green Coca-Cola?". Mashable. 18 June 2014. Retrieved 22 December 2014.
  33. ↑ Elliott, Stuart (10 November 2014). "News From the Advertising Industry". The New York Times. Nexis.
  34. 1 2 "New green Coca-Cola ‘Life’ to make its European debut". Fox News. 12 June 2014. Retrieved 22 December 2014.
  35. ↑ Powell, Emma (19 September 2014). "Rosie Huntington-Whiteley turns heads in revealing top for Coca-Cola Life launch; The Victoria's Secret model was in London to attend the launch of the new drink". London Evening Standard. Nexis.
  36. ↑ "Coke unveils Coca-Cola Life brand". Marketing. 1 July 2014. (Subscription required (help)).
  37. ↑ "About us". The Grocer. Retrieved 19 December 2014.
  38. ↑ Leyland, Adam (14 June 2014). "Coca-Cola Life's significance is huge in sugar controversy". The Grocer. United Kingdom: William Reed Business Media Ltd. Nexis.
  39. 1 2 "Coca-Cola Life’s Viral Commercial Named In AdWeek’s ‘Best Ads Of 2014’". Food and Dining. Inquisitr. 14 December 2014. Retrieved 2 January 2015.
  40. ↑ "Heartwarming Coca -Cola Life commercial from Argentina showing trials tribulations parenting". YouTube. 16 December 2013. Retrieved 22 December 2014.
  41. ↑ "Coca-Cola accused of 'greenwashing' with launch of sugar-reduced Coke Life". Retrieved 16 May 2015.
  42. ↑ "So is this new 'Green' Coke all it's cracked to be? Critics warn low-sugar Coca-Cola Life is simply a marketing gimmick". Retrieved 16 May 2015.
This article is issued from Wikipedia. The text is licensed under Creative Commons - Attribution - Sharealike. Additional terms may apply for the media files.