Coca-Cola axes Oasis variants

Coca-Cola is axing two of its Oasis soft drinks variants as part of a shake-up of its portfolio.

Oasis Fusion, which launched in March last year, and Oasis Light are to be replaced by Oasis Extra Light, which contains 20 calories per 500ml. Coca-Cola says there is strong demand for a healthier variant in the Oasis portfolio.

The shake-up follows retailer criticism that the soft drinks company has neglected its Oasis still juice brand (MW September 21, 2006). However, Coca-Cola says Oasis has had good growth over the year.

Coca-Cola Enterprises head of carbonates Anita Huntley says: “What we could have had is three brand extensions. Now we have a female focused single brand.”

Oasis Fusion and Oasis Light will be phased out between April and May this year.

Oasis Light is currently sold in lemon & lime and summer fruits flavours while the Fusion range includes berry & elderflower and passion fruit & vanilla. Extra Light will sit along the original non-diet range.


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