27 July 2007
'Coke Zero' Anniversary Sees Sugar-Free Sales On Brink Of Overtaking Original Coke
One year on from its launch, the success of 'Coca-Cola Zero' has resulted in Coca-Cola's sugar-free cola sales being on the cusp of overtaking those of regular Coke in shops for the first time ever. Should the milestone be passed in the forthcoming months, Great Britain would be the first Coca-Cola market worldwide to achieve this landmark.
The news comes exactly 25 years after The Coca-Cola Company first introduced a sugar-free Coke, when diet Coke debuted in the Unites States. Inviting people to drink it "Just for the taste of it", 'diet Coke' has grown to become the world's and Britain's number 1 diet sparkling soft drink. 'Coke Zero' was added to the sugar-free 'Coke' line up last year to complete the company's 3-cola strategy providing a "Great Coke taste, zero sugar".
Total sales for the first full twelve months of 'Coke Zero' reached 68 million litres, helping the company's sugar-free sales grow 4.4 per cent year-on year. And while regular Coke remains the country's largest retail brand at 512 million litres, sugar-free sales reached 510 million litres - a ratio of 50.1% to 49.9%*.
Over 49 per cent of 'Coke Zero''s sales are new or additional purchases of the Coke brands**, and is testimony to the growing role diet sparkling drinks are playing in people's diets.
Cathryn Sleight, marketing director, Coca-Cola Great Britain, commented: "Indisputably, people want a choice when it comes to a range of drinks they enjoy. Zero's contribution to the growth in sugar-free Cokes shows how important diet drinks are in people's balanced diets. Bringing the great Coke taste in a zero-sugar option is hitting the right note for new consumers who want to manage their calorie intake - particularly among men."
The major marketing launch in July last year was critical to bringing young men into the sugar-free segment. Over three million men have bought into the 'Bloke Coke' concept and account for 65 per cent of 'Coca-Cola Zero's sales***. Coca-Cola has been reaffirming the male roots of 'Coke Zero' this year with the 'Buy-A-Player' football promotion, the Wayne Rooney TV spot, and iTunes promotion. In June the campaign was extended with the 'Win a Real Saturday' promotion, providing a million tickets to watch English Football League and Scottish Premier League matches.
The success of the 'Coke Zero' launch has been widely recognised throughout the industry. Coca-Cola's biggest launch in over 20 years became the most successful food and beverage launch in recent history, and recently picked up the coveted "Star Product of the Year Award" at the annual Gold Awards by leading industry magazine, The Grocer.
With sales of £66m 'Coca-Cola Zero' has already established itself as the 7th largest sparkling soft drink brand in British shops****. Following on from its retail success, 'Coca-Cola Zero' entered the restaurant channel for the first time in May when McDonald's introduced it to its drinks range.
The figures follow the publication of The Coca-Cola Company's latest quarterly results, which showed further growth across the Coca-Cola trademark worldwide. In the second quarter of 2007, unit case volume for Northwest Europe (which includes Great Britain) continued to grow benefiting from the launch of 'Coca-Cola Zero' in France, the Netherlands and Ireland.
Notes to Editors:
* Source: ACNielsen Scantrack grocery and impulse volume 52wks to w/e 23/06/07
** Source: TNS WorldPanel to 20/05/07
*** Source: TNS Food-on-the-Go to 20/05/07
**** Source: ACNielsen Scantrack grocery and impulse value 52wks to w/e 23/06/07
The news comes exactly 25 years after The Coca-Cola Company first introduced a sugar-free Coke, when diet Coke debuted in the Unites States. Inviting people to drink it "Just for the taste of it", 'diet Coke' has grown to become the world's and Britain's number 1 diet sparkling soft drink. 'Coke Zero' was added to the sugar-free 'Coke' line up last year to complete the company's 3-cola strategy providing a "Great Coke taste, zero sugar".
Total sales for the first full twelve months of 'Coke Zero' reached 68 million litres, helping the company's sugar-free sales grow 4.4 per cent year-on year. And while regular Coke remains the country's largest retail brand at 512 million litres, sugar-free sales reached 510 million litres - a ratio of 50.1% to 49.9%*.
Over 49 per cent of 'Coke Zero''s sales are new or additional purchases of the Coke brands**, and is testimony to the growing role diet sparkling drinks are playing in people's diets.
Cathryn Sleight, marketing director, Coca-Cola Great Britain, commented: "Indisputably, people want a choice when it comes to a range of drinks they enjoy. Zero's contribution to the growth in sugar-free Cokes shows how important diet drinks are in people's balanced diets. Bringing the great Coke taste in a zero-sugar option is hitting the right note for new consumers who want to manage their calorie intake - particularly among men."
The major marketing launch in July last year was critical to bringing young men into the sugar-free segment. Over three million men have bought into the 'Bloke Coke' concept and account for 65 per cent of 'Coca-Cola Zero's sales***. Coca-Cola has been reaffirming the male roots of 'Coke Zero' this year with the 'Buy-A-Player' football promotion, the Wayne Rooney TV spot, and iTunes promotion. In June the campaign was extended with the 'Win a Real Saturday' promotion, providing a million tickets to watch English Football League and Scottish Premier League matches.
The success of the 'Coke Zero' launch has been widely recognised throughout the industry. Coca-Cola's biggest launch in over 20 years became the most successful food and beverage launch in recent history, and recently picked up the coveted "Star Product of the Year Award" at the annual Gold Awards by leading industry magazine, The Grocer.
With sales of £66m 'Coca-Cola Zero' has already established itself as the 7th largest sparkling soft drink brand in British shops****. Following on from its retail success, 'Coca-Cola Zero' entered the restaurant channel for the first time in May when McDonald's introduced it to its drinks range.
The figures follow the publication of The Coca-Cola Company's latest quarterly results, which showed further growth across the Coca-Cola trademark worldwide. In the second quarter of 2007, unit case volume for Northwest Europe (which includes Great Britain) continued to grow benefiting from the launch of 'Coca-Cola Zero' in France, the Netherlands and Ireland.
Notes to Editors:
- 'Coca-Cola', 'Coke', and 'diet Coke' are all registered trade marks of The Coca-Cola Company.
- 'Coca-Cola Zero' and 'Coke Zero' are trade marks of The Coca-Cola Company.
* Source: ACNielsen Scantrack grocery and impulse volume 52wks to w/e 23/06/07
** Source: TNS WorldPanel to 20/05/07
*** Source: TNS Food-on-the-Go to 20/05/07
**** Source: ACNielsen Scantrack grocery and impulse value 52wks to w/e 23/06/07
