Coca-Cola is planning to rebrand its “Light” products under the “Zero” banner in the UK, in a drive to clarify the products’ sugar-free status and also to attract the loyalty of health-conscious consumers.
The soft drinks giant is expected to rebrand Fanta Light and Sprite Light under the names Fanta Zero and Sprite Zero respectively in the UK early next year. Coca-Cola Ireland introduced Sprite Zero earlier this month.
Insiders also expect the company to launch C2, the mid-calorie/mid-carbohydrate version of Coke, in the UK next year (MW April 22). The company says that it does not comment on speculation about new products.
The relaunches are likely to be accompanied by heavyweight marketing campaigns. Coca-Cola spent &£600,000 on Sprite and &£3.5m on Fanta in the year to June (Nielsen Media Research). Lowe handles Sprite and Soul handles Fanta.Coca-Cola is keen to retain customers who are beginning to acknowledge full-sugar carbonates as unhealthy but do not like the taste of diet formulas. C2 launched in the US in May at the same time as rival Pepsi launched Pepsi Edge, a similar lower-calorie offering.