The Financial Times recently reported that cola giant
The Coca-Cola Company
) will launch smaller and slimmer versions of its Coke, Diet Coke
and Coke Zero brands of soft drink cans in U.K. later this
Coca-Cola will launch a 250 ml can, which will contain 105
calories as compared to 139 calories in the larger 330 ml can.
The slimmer cans are expected to be priced at the same rate per
100 ml as its larger counterpart.
Beverage giants are witnessing a decline in the sales of
carbonated soft drinks (CSD), especially the colas, due to rising
health consciousness and increasing public and governmental
concerns regarding obesity and other co-morbidities.
To reinvigorate the sales of its sparkling beverages, like
Coke and Fanta, The Coca-Cola Company is offering more choices to
its customers in package sizes, sweeteners and beverages
(including more low- and no-calorie selections). The new slim
cans are part of this ongoing plan.
Other beverage companies are also gearing up to cater to the
) low-calorie cola, Pepsi Next, which contains 60% less sugar,
achieved nearly $100 million in retail sales in less than 12
months in the market. PepsiCo is now making evolutionary natural
sweeteners and flavorings aimed at reducing calories to
re-vitalize declining sales of its colas. The food and beverage
giant also aims to grow its nutrition brands like Quaker,
Tropicana and Gatorade.
Following the success of Dr Pepper TEN (the low-calorie
version of its Dr Pepper brand of soft drinks),
Dr Pepper Snapple Group Inc.
) plans to expand its TEN platform to revive its CSD sales.
Accordingly, the company launched TEN versions of 7UP, Sunkist
Orange Soda, A&W Root Beer, Canada Dry Ginger Ale and RC Cola
brands in the U.S. in early 2013.
Coca-Cola Enterprises Inc.
) is also slowly shifting its product mix from colas to energy
drinks and other non-carbonated beverages to benefit from this
emerging health and wellness trend.
Moreover, with consumers becoming more and more aware of the
pitfalls of obesity and its popular connection made with CSDs,
the beverage makers are donning the role of the new health
pundits. In their more-responsible avatars, the cola giants are
not only providing transparency in labeling, but are also
promoting fitness and nutrition education programs. Coca-Cola
also avoids marketing these sugary drinks to children under
Coca-Cola carries a Zacks Rank #4 (Sell).
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