Australians have given coke life the green-thumbs up according to Coca-Cola Amatil (CCA) managing director Alison Watkins, with sales of the new Coca-Cola product are above target.
Coke Life, which launched in Australia last month, is naturally sweetened with blend of sugar and stevia extract. The latest Coke has 35 per cent less sugar and kilojoules than your regular black drink.
Watkins told shareholders at Coca-Cola Amatil’s annual general meeting that the green-labelled beverage is exceeding expectations.
Coke Life has converted 13 per cent of the soft drink segment. It is currently CCA’s second most purchased 1.25 litre and 250ml packs.
“Longer term, our expectations would be for Coke Life to represent one to two per cent of total brand Coke volumes,” Watkins said.
“The real test for us will be over the coming six to eight weeks as we see repeat purchase patterns as this will be the true indicator of consumer take up of the brand.”
“At this early stage of the year, we are encouraged by volume growth, however low food inflation and continued challenging market conditions are constraining price realisation,” she added.