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Diet Coke gets a zesty new flavour

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20/02/2020

Action on Drinks, Innovation, New product, Customers |

  • Coca-Cola European Partners has expanded its popular light flavours portfolio with the launch of Diet Coke Sublime Lime

  • The new variant will help retailers tap into growing consumer demand for lime-flavoured drinks[1]

  • The launch will be supported by a multi-million pound marketing campaign

Coca-Cola European Partners (CCEP) has added a zesty twist to its light colas portfolio with the launch of Diet Coke Sublime Lime.

Rolling out nationwide from Mid-February onwards, the new Sublime Lime variant will help retailers to tap into the flavoured cola segment, which is worth £227m and growing by 11%[2], by combining the iconic taste of Diet Coke with a refreshing citrus twist.

Why Lime?

Lime is the third most liked soft drink flavour in GB[3], highlighting that the new drink presents a significant opportunity for stores to respond to consumer demand and grow their sales. The variant will be available in 330ml and 500ml plain and price-marked packs for on-the-go occasions as well as multi packs and 1.25l and 2l bottles for future consumption.

The launch will be backed by a multi-million pound marketing campaign that will raise awareness of Diet Coke Sublime Lime and Diet Coke Twisted Strawberry, the two flavoured variants from the brand. The campaign will span out-of-home advertising, digital and TV, as well as mass sampling and in-store promotions giving consumers the opportunity to taste the new variant.

The introduction of the new flavour follows on from the successful launch of Diet Coke Twisted Strawberry in 2019, which is already worth £8m[4].

Simon Harrison, Vice President, Commercial Development at Coca-Cola European Partners GB, said: “Diet Coke is the biggest light cola brand in GB[5] and our flavoured cola innovations helped to drive 57% of on-the-go cola NPD value growth last year[6]. Our flavoured colas are now worth ​more than £102m[7], making 2020 the perfect time to innovate and offer our consumers a brand-new experience.

“Combining the popularity of Diet Coke and growing demand for both flavoured and low sugar carbonates, Diet Coke Sublime Lime presents a fantastic opportunity for retailers to maximise their soft drinks sales.”

Diet Coke Sublime Lime will be the perfect addition to the Coca-Cola light flavours portfolio, which aims to satisfy a broader consumer appeal by focusing on the best performing flavours such as cherry[8], strawberry[9] and lime[10]. The full light flavours line-up includes Coca-Cola zero sugar Cherry, Coca-Cola zero sugar Vanilla, Diet Coke Twisted Strawberry and the brand-new Diet Coke Sublime Lime.

 

[1] TURF Analysis; GB, Males & females 16-49

[2]  Nielsen, Total GB, Value, MAT, w.e. 28-12-19

[3] TURF Analysis; GB, Males & females 16-49

[4] AC Nielsen YTD Total Value Sales w.e. 03.11.19

[5] Nielsen Total Coverage Inc Discounters, Value sales, MAT w.e. 28.12.19

[6] Nielsen, Drink Now Cola Flavours Value Sales, Total Coverage Inc Discounters MAT w/e 28.12.19

[7] Nielsen, CCEP Cola Flavours Value Sales, Total Coverage Inc Discounters MAT w/e 28.12.19

[8] MAT WE 20.10.18 Nielsen Total GB NARTD Value, flavours with Cherry

[9] GB TURF analysis conducted May 2018

[10] TURF Analysis; GB, Males & females 16-49

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