The Hindu Business Line : Coke to launch low-calorie Sprite

IN keeping with the carbonated soft drink (CSD) industry strategy of focusing on non-cola products to generate growth, Coca-Cola India has decided to bring in the low-calorie version of its clear lemon brand Sprite. The new product, which will be out in the market soon, is called Sprite Zero.

The Vice-President (Marketing) of Coke, Mr Vikas Gupta, told Business Line that the company decided to launch the diet version of a non-cola product after it realised that Sprite has seen the fastest growth in volume terms across all CSD products of Coca-Cola India over last two years. "The volume growth of Sprite in the 12 months of 2003 has already been surpassed in the January-June period of 2005. The Sprite portfolio today comprises 11 per cent of the entire CSD market and this is the fastest growing CSD product in our portfolio," he said.

Mr Gupta said that while no celebrity would be used to endorse Sprite Zero, the new sub-brand would be supported in several ways. These include owning brand properties around the number `Zero'.

"For example, we could announce a contest that specifies that if you have zero in anything in your life... number plates, address, birthdates, get a Sprite Zero label and win prizes," he said. The Sprite Zero would initially be launched in the metros and other towns initially.

Mr Gupta said that Coke has decided to launch both, Diet Coke and Sprite Zero, in 200 ml glass bottles priced at Rs 10, in a bid to offer consumers a smaller pack of the calorie-free drinks. Till now, the 200-ml pack size for regular CSD products has been priced at Rs 5. Sprite Zero would also be available in 600 ml PET bottles at Rs 20.

Asked whether the Sprite packaging will contain information on the calorie content, Mr Gupta said, "no, this is not necessary as per law. But we will try and educate the consumer on the fact that Sprite Zero contains no sugar, only artificial sweeteners," he said.

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