In just under a month since its release, sales of Coke Life are tracking well above initial expectations according to statistics revealed at Coca-Cola Amatil’s AGM this week.
Group managing director Alison Watkins said that Coke Life has already converted 13% of the sugar cola segment. However the real test for Coke Life will not be seen for six to eight weeks as repeat purchase patterns will be the true indicator of consumer take-up of the brand,” Ms Watkins said.
Ms Watkins highlighted the importance of Coke Life to the company saying that the trade mark had been around for 128 years, “It’s evolved, it’s reinvented itself” and Coke Life would be judged by the halo effect it will create for the Coke trade mark overall.
Coke Life contains the plant-derived sweetener, stevia, and 35% less sugar than the traditional ‘red’ Coke. By offering a lower calorie, sugar-reduced option the Coke brand is taking steps to ensure it remains relevant in a market where consumers are increasingly concerned about both artificial additives and sugar content in beverages.