Coke Light's new lemon taste

AC Nielsen research findings reveal that diet (light) CSDs are the fastest growing industry segment, with volumes up by 12.8% as opposed to sugar CSDs at 5.7% for 2003 versus 2002. Promising "lemon taste in every bubble", research also indicates that Coke light with Lemon flavour will grow the Coke light brand by as much as 20% in year one alone.

The addition of Coke light with Lemon flavour puts The Coca-Cola Company at the forefront of innovation, with the widest range of low-calorie beverages.

Coca-Cola light with Lemon flavour will be available in-store from 1 October 2004. At its launch, it will be packaged in 340ml cans, parity priced to Coca-Cola light. A multi-serve pack (e.g. a two litre bottle) will be introduced at the beginning of next year.

Although this is the first time that Coke light has launched a variant in South Africa, it is not the first country to do so. Globally, a number of new products have been added to the Coca-Cola light family. The brand's Lemon variant is already available in all key markets, namely Australia, Brazil, England, France, Germany, Ireland and the United States.

Coke light brand manager, Vanessa Adams, is confident that Coca-Cola light with Lemon flavour will be a huge hit locally. She says that while all consumers want CSDs that are refreshing, great tasting and thirst quenching, increasingly large numbers of people are choosing light brands that offer healthier benefits, like fewer calories and no sugar.

"Committed Coke light fans will welcome the added variety," she adds, "And those who believe diet CSDs compromise on taste are in for a pleasant surprise.