Coke adds Zero no-calorie drink

by Nicola Clark, Marketing 05-Apr-06

Coca-Cola is poised to introduce the first variant to its iconic Coke range for 22 years, with the launch of Coke Zero later this year.

Coke Zero, which is a calorie-free drink, will become only the third
variant in the Coke range; the last was Diet Coke in 1984. It is
expected to be given a substantial launch in the UK.

A spokeswoman for Coca-Cola confirmed that Coke Zero will be rolled out

in the UK this year, although it is thought unlikely that it will hit
the shelves before September.

The product will be aimed at young adult males, who don't traditionally
buy diet drinks, and will compete directly with Pepsi Max, which has a
relatively masculine positioning.

Coke Zero, which was launched first in the US last June, is also
available in Canada and Australia.