Coca-Cola Life

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Coca-Cola Life bottle
A bottle of Coca-Cola Life

Coca-Cola Life is a reduced-calorie variant of Coca-Cola that uses stevia as a sweetener. About 50% of the sugar is replaced by stevia extract.

history

In 2013, Coca-Cola Life was first introduced in Argentina and Chile . Sales started in the European Union in the fall of 2014 in Great Britain .

When Coca-Cola Life was launched in Germany in spring 2015, it only contained 37% less sugar than normal Coca-Cola. The Lower Saxony consumer center criticized the fact that the soft drink's still very high sugar content contrasts with the marketing strategy as a supposedly healthy alternative to Coca-Cola. At the time, however, the European Commission had set maximum levels that stated that only a third of the natural sweetness could be replaced by stevia. Since Easter 2016, Coca-Cola Life has been marketed in Germany with a 50% lower sugar content than normal Coca-Cola, but without meeting sales expectations. In 2017, Coca-Cola therefore minimized the marketing and product range of the product.

marketing

Critics accuse the company of wanting to do " greenwashing " with the product . The new green logo suggests that the drink is healthier and more natural than its predecessors. However, the success of this marketing strategy is doubted by Brand Trust , as consumers are generally more critical today. In the UK, 2016 sales fell by more than half compared to the previous year.

Individual evidence

  1. ↑ Rebecca Smithers, consumer affairs correspondent: Coca-Cola Life: Coke with fewer calories and less sugar to tackle obesity . In: The Guardian . June 10, 2014, ISSN  0261-3077 ( theguardian.com [accessed January 14, 2017]).
  2. ↑ Claudia Füßler: Coca Cola Life: Turns on green, but stays on sugar . In: The time . May 22, 2015, ISSN  0044-2070 ( zeit.de [accessed January 14, 2017]).
  3. ↑ Coke Life: Second Chance for the Green Cola . ( handelsblatt.com [accessed January 14, 2017]).
  4. ↑ Christoph Kapalschinski: Coca-Cola Life - The green Coke flopped Report by the daily Handelsblatt on May 27, 2017, accessed on May 28, 2017
  5. ↑ Esther Han: Coca-Cola accused of 'greenwashing' with the launch of sugar-reduced Coke Life . In: The Sydney Morning Herald . March 30, 2015 ( com.au [accessed January 14, 2017]).
  6. ↑ Coca-Cola Life: Drink for the environmentally conscious and socially committed? - BrandTrust Insights. In: www.brand-trust.de. Retrieved January 14, 2017 .
  7. ^ Coca-Cola Life sales hit new low. In: Marketing Week. December 20, 2016, accessed January 14, 2017 .