Com­pany tar­gets health-con­scious con­sumers

New Straits Times - - News - TEH ATHIRA YUSOF KUALA LUMPUR

COCA-COLA Malaysia has in­tro­duced a sug­ar­free bev­er­age in the form of Coca-Cola Zero Sugar, in its bid to ap­peal to a more health-con­scious pub­lic.

Coca-Cola Sin­ga­pore, Malaysia and Brunei mar­ket­ing di­rec­tor Tish Con­deno said the newly im­proved recipe, which would re­place its Coca-Cola Zero drink, tasted sim­i­lar to the orig­i­nal Coca-Cola Clas­sic.

“We know that many peo­ple love the taste of the orig­i­nal Coca-Cola but want to re­duce their sugar in­take. We are ex­cited to un­veil the new Coca-Cola Zero Sugar, which matches the taste of the orig­i­nal Coca-Cola, but with­out the sugar,” Con­deno said.

He said this was in line with the brand’s im­ple­men­ta­tion of the Health­ier Choice Sym­bol la­belling, which bet­ter in­forms con­sumers on their sugar in­take.

The an­nounce­ment of the new­est sugar-free recipe is part of Coca-Cola’s in­no­va­tion to launch new low- or no-sugar drinks to help Malaysians con­trol their sugar and calo­rie con­sump­tion.

The brand is also known for its other low- or no-sugar drinks, such as Sprite Zero, Sch­weppes Soda, Heaven and Earth Green Teas, among oth­ers.

The brand has also un­der­gone a re­vamp of its prod­ucts’ pack­ag­ing.

Coca-Cola stream­lined its new pack­ag­ing, link­ing all of its pop­u­lar drinks, in­clud­ing Coca-Cola Clas­sic with the iconic Red Disc un­der its “One Brand” strat­egy.

This is to en­sure the pack­ag­ing of its prod­ucts pro­vides a clearer pic­ture for cus­tomers of Co­caCola’s range of drinks.

Bev­er­ages un­der the brand, such as Coca-Cola Zero Sugar and Coca-Cola Light, will ben­e­fit from its as­so­ci­a­tion with the orig­i­nal Coca-Cola Clas­sic.

Us­ing their sig­na­ture colours, the Red Disc logo will be in black for Coca-Cola Zero Sugar and sil­ver for Coca-Cola Light to em­pha­sise the char­ac­ter­is­tics of each vari­ant.

“With ‘One Brand’, our new strat­egy is to place all vari­ants un­der the um­brella Coca-Cola brand and give cus­tomers a type of Coca-Cola that best suits their taste, life­style and diet,” said Coca-Cola Sin­ga­pore, Malaysia and Brunei coun­try man­ager Ah­mad Ye­hia.

The new pack­ag­ing helps con­sumers recog­nise the brand’s sugar-free bev­er­age.

“Pre­vi­ously, our an­swer for con­sumers who love the Co­caCola brand but want to re­duce their sugar in­take has been to launch dif­fer­ent brands. It takes time to grow their pres­ence (in the mar­ket­place),” said Ah­mad on the change for Coca-Cola Zero Sugar.

Con­sumers can also find caloric in­for­ma­tion on the side of the bot­tles or cans.

The newly repack­aged prod­ucts, in­clud­ing Coca-Cola Zero Sugar, is avail­able in stores start­ing this month.


Coca-Cola Sin­ga­pore, Malaysia and Brunei coun­try man­ager Ah­mad Ye­hia show­ing the new Coca-Cola Zero Sugar in Kuala Lumpur yes­ter­day.

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