Coca-Cola in early stages of green tea variant launch

Coca-Cola is understood to be developing a new variant Coca-Cola Green of its core range, which could include extracts of green tea. The company has registered both “Coca-Cola Green” and “Green by Coca-Cola” as trademarks.

Coca-Cola is understood to be developing a new variant – Coca-Cola Green – of its core range, which could include extracts of green tea. The company has registered both “Coca-Cola Green” and “Green by Coca-Cola” as trademarks.

It is understood the project is still in the early stages of development and it is not clear if it will be launched next year or if it is part of long-term innovation plans.

The move comes just weeks after the soft drinks giant scaled back a joint venture with Nestlé, which focused on developing tea and coffee-based drinks and functional products. The venture, called Beverage Partners Worldwide (BPW), has now been reduced to focusing on black tea-based drinks.

BPW will continue to market the “calorie burning” drink Enviga, which has been launched in the US and will be launched in Europe next year (MW June 22). Enviga includes extracts of green tea, which BPW claims can help the body burn up to 100 extra calories a day as part of a diet and exercise programme.

One soft drinks executive says: “The functional part of the soft drinks market is showing enormous growth at the moment, so it would be logical for Coca-Cola to be exploring that area.”

A spokesman for Coca-Cola GB declined to comment on the speculation, adding: “It is common practice to register whole rafts of names that may be of use in the future – or not.” Over the past couple of years, Coca-Cola has registered trademarks such as Coca-Cola Blak, Makkio, Zero and Relentless. All were subsequently launched.

Recommended

Oink! boosts Fantasy Stock Exchange brand

Marketing Week

Oink!, the UK’s national business newspaper for children, is launching its online Fantasy Stock Exchange (FSE) as a separate brand and is seeking sponsors to support the brand’s expansion. The FSE, which was launched earlier this year (MW June 1), allows children to trade “fantasy” shares in the 50 companies that are listed on the […]

Laban

Marketing Week

Website

www.laban.org [http://www.laban.org]

Address

Creekside, London, SE8 3DZ

Contact

Samantha Lacey

Telephone

020 8469 9453

Fax

020 8691 8400

Email

events@laban.org

Established

2003

Description

‘L…

Comments

    Leave a comment

    Close

    Discover even more as a subscriber

    This article is available for subscribers only.

    Sign up now for your access-all-areas pass.

    If you're an existing paid print subscriber find out how to get access here.

    Subscribers enjoy unlimited access to unrivalled coverage of the biggest issues in marketing, alongside practical advice from the digital experts at Econsultancy.

    With a subscription to Marketing Week Premium you will get full access to:

    > World-renowned columnists

    > Analysis & case studies

    > Exclusive leading-edge insight

    > Carefully curated reports & briefings from Econsultancy

    > Plus, much more including a £300 discount for the Festival of Marketing

    Subscribe now

    Got a question?

    Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

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

    Subscribers enjoy unlimited access to unrivalled coverage of the biggest issues in marketing, alongside practical advice from the digital experts at Econsultancy.

    With a subscription to Marketing Week Premium you will get full access to:

    > World-renowned columnists

    > Analysis & case studies

    > Exclusive leading-edge insight

    > Carefully curated reports & briefings from Econsultancy

    > Plus, much more including a £300 discount for the Festival of Marketing

    Subscribe now