Coca-Cola Great Britain has launched Coca-Cola Life, a new low-calorie drink, which the drinks company says is the latest initiative to inspire customers to lead a healthy lifestyle.
First piloted in Argentina and Chile in 2013, the arrival of Coca-Coca Life in the UK marks the first time the company has launched a new product since 2006 when it brought Coca-Cola Zero to consumers.
The new drink, which will be available from September, contains less sugar and calories than regular coke and uses Stevia leaf extract.
Coca-Cola Great Britain said the green-branded Life drink is a continuation of the company’s efforts to produce products using “sweetener innovation” – both Sprite and Glacéau vitaminwater contain Stevia.
James Quincey, president Coca-Cola Europe explained: “We are pleased to add Coca-Cola Life to the Coca-Cola portfolio in the UK. It complements our existing brands and is well-positioned to meet changing lifestyle trends, providing people with a great-tasting, lower calorie cola sweetened from natural sources.
“With Coca-Cola Life, we have innovated to provide consumers with a new option with fewer calories. We were early signatories to the UK Government’s Responsibility Deal and as we work with others across society to address the public health challenge of obesity in the UK and across Europe, we will continue to take actions that help people balance their lifestyles.”
Coca-Cola recently launched a £20m anti-obesity drive, ParkLives, which offers a range of free activities including badminton and Tai Chi in Birmingham, Newcastle and London this summer. It also signed up to the Government’s Responsibility Deal and has committed to reducing the average calories per litre in its range of sparkling drinks by five per cent by the end of 2014.