Coca-Cola launches reformulated Coca-Cola Zero Sugar in the US

Coca-Cola Zero Sugar is a zero calorie and zero sugar alternative to Coca-Cola, with the aim of mirroring its taste as closely as possible (distinct from Diet Coke, which is positioned around a ‘lighter taste’). Zero Sugar was launched in 2005 and reformulated in 2017 to align the taste closer to Coca-Cola; with the new recipe aiming to close the gap further. 

The ingredients in the new Zero Sugar, which is sweetened by aspartame and acesulfame potassium, have not changed: Coca-Cola has rather ‘further optimized the blend of flavors’ for the relaunch, although a spokesperson told us it was not disclosing the exact nature of the recipe change. All the listed ingredients, sweeteners and nutritional information remain the same.

The new recipe launched on shelves in Europe and Latin America earlier this year and the revamped product represents one of the top global ambitions for Coca-Cola in 2021. While Coca-Cola describes the brand as an ‘enormous success’, it notes that it still represents a relatively small percentage of the overall Coca-Cola trademark. Its overhaul has been prompted by consumer insight and a focus on constant improvement, says Coca-Cola.  

“In order to continue to drive growth of our diets and lights category, we must keep challenging ourselves to innovate and differentiate just as other iconic brands have done,”​ said Natalia Suarez, senior brand manager, Coca-Cola TM, North America Operating Unit. “The consumer landscape is always changing, which means we must evolve to stay ahead.”

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