Diet Coke launches into energy sector with Plus

by Nicola Clark, Marketing 26-Apr-06

Coca-Cola is planning the global launch of an energy-drink variant of its flagship Diet Coke brand, called Diet Coke Plus.

The activity follows news that Coca-Cola is to introduce its
calorie-free Coke Zero drink, which is aimed at young adult men, in the
UK this summer (Marketing, 5 April). Coke Zero is already available in

the US, where it was launched at the same time as Diet Coke with Splenda

(a sweetener).

Diet Coke Plus will be a carbonated drink fortified with stimulants,
according to insiders. It will be the latest in a series of Diet Coke
variants since its US launch in 1982, including caffeine-free and
cherry, lime and lemon flavours.

The planned introduction of Diet Coke Plus comes in response to consumer
demand for healthier drinks. It is understood that the launch strategy
will be similar to that of sister brand Sprite 3G, which contains
glucose, guarana and caffeine.

'We are always looking to develop new products and flavours,' said a
spokeswoman for Coca-Cola. However, she would not confirm the launch of
Diet Coke Plus.

Diet Coke makes up 48.4% of Coca-Cola's UK sales, according to
ACNielsen.