Classic Cola seeks new outlets

Sainsbury’s is understood to be on the verge of striking a deal to sell Classic Cola via hospitals.

It is understood this would be the first time Sainsbury’s has taken one of its brands outside its grocery distribution network.

The deal would provide the right environment for Sainsbury’s to capitalise on its “caring, family store” brand image.

The move, probably to sell Classic Cola through canteens and hospital cafe areas, would almost certainly involve introducing vending machines which would compete head on with those from Coca-Cola and PepsiCo.

Supermarket sales of colas in the first quarter of 1995 have shown a dramatic increase over the same period last year. Sales increased by 18 per cent in value, according to Taylor Nelson AGB.

Industry sources suggest Coca-Cola’s value share of supermarket sales has dropped from 44 per cent to 32 per cent in the past year. Pepsi sales have dropped from 18 per cent to 13 per cent, while sales of own-label colas – including Classic Cola – have increased from 20 per cent to 36 per cent. Virgin Cola has about nine per cent of the market.

Sainsbury’s would not confirm that a deal is planned.

Top marketer move, page 8

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here