Posted on 02/20/2005 8:39:02 AM PST by mhking
Low-cal Coke in testing stageBeverage would be a diet version of Coke Classic, targeting those who shun Diet Coke.By SCOTT LEITH The Atlanta Journal-Constitution Published on: 02/19/05 You might think Diet Coke is an artificially sweetened cousin of Coke Classic. Fact is, Diet Coke has always had a whole different formula.
With that in mind, consider this: Coca-Cola is experimenting with a diet version of Coke Classic, one that would be closer to Classic's taste and maybe — just maybe — be more attractive to people who've shunned Diet Coke, especially men. Beverage Digest, an industry newsletter, reported about the secretive development Friday. Coke might use the name Coca-Cola Zero or Coca-Cola Light for the new drink. Coke's plans, while very tentative, highlight the little-known difference in the formulas of Coke Classic and Diet Coke. The Classic formula, guarded for more than a century, holds much mystique in company lore. More importantly, the prospect of a no-calorie or low-calorie version of Coke Classic is a sign of the company's ongoing efforts, sometimes difficult, to solve the obesity puzzle. "Diet Coke is already a powerhouse," said John Sicher, editor and publisher of Beverage Digest. "If this happens, it would create a whole new entry — and may attract new users — for the company in the diet soda business, which is growing very strongly." Coke spokesman Dan Schafer declined to comment, but the president of Coca-Cola North America, Don Knauss, has clearly hinted at ambitions for new diet products. During a conference call Thursday to discuss Coke's 2004 earnings, Knauss noted different categories of diet drinkers. Some favor existing products like Diet Coke, while others want drinks flavored with Splenda. Coke just announced plans to sell a Splenda-sweetened version of Diet Coke. Then there are those who want "a great-tasting, reduced-calorie alternative," Knauss said. "This consumer typically skews male and younger," he said. "And when you look at the 'white space' here, it is significant." Knauss said Coke will continue to chase these consumers with existing brands Coca-Cola C2 and Diet Coke with Lime, but there is still "great upside" for growth. Tinkering with the Coke formula is famously hazardous, as many remember from the awful introduction of New Coke 20 years ago. In recent times, however, Coke has overcome some of the fear that lingered from that lesson and has been willing to experiment, including Vanilla Coke, reduced-calorie Coca-Cola C2 and, soon, Coca-Cola with Lime. But a low-calorie version of Coke Classic would be a major challenge for the company's marketers, given that a product called Coke Zero or Coke Light would have to be differentiated from Diet Coke. Dave DeCecco, a spokesman for archrival Pepsi, jabbed Coke about the prospects for a new kind of Classic. "It's getting hard to tell which thing is the real thing," he said. Pepsi has already faced such challenges with Pepsi One, a one-calorie product that debuted in 1998. It was targeted toward men but largely failed to catch on. In March, Pepsi One will be relaunched with Splenda. Despite the many hurdles, a new kind of Coke could be an important line extension. "If Coke does this and executes it well, it could provide a significant piece of growth for their U.S. business," Sicher said. |
Just damn.
If you want on the list, FReepmail me. This IS a high-volume PING list...
I suppose the will insist on filling it with aspertame. Dammit.
It would be cool if Mitsubishi sued Coke for using the trademarked name "Zero".
I'm looking forward to screaming "TORA! TORA! TORA!" before chugging each bottle.
SO9
"Now filled purely with chemicals!"
Use only as directed.
Yuk! If I want a zero calorie drink I'll drink water,tea or coffee. If I want something sweet I'll drink something sweet.
I live on Diet Lemon Coke; though I've had the Lime variant in America - I'm looking forward to us getting that. Now I have this to look forward to as well. Thank you, Coca Cola.
Regards, Ivan
I really liked Pepsi One. The reason it "failed to catch on" is that they didn't make enough of it. The stores around here rarely had it on the shelves and as soon as some showed up, it was gone within minutes.
Bet they use Splenda.
I'll stick with my Dublin Dr. Pepper. It's a shame they don't bottle Coca-Cola or Pepsi there.
For that you will have to wait for Caffeine Free Coke Zero, Clear. And I'm sure they are planning it.
SO9
I like Diet Coke. After drinking Diet Coke, Coke Classic tastes like sugar water, I can't stand it any more.
It's already here.
I'd be drinking it if it didn't make me want to die.
There is no reason that they needed to add BOTH sweeteners, except that sitting in a box car under a blazing Arizona sun would cause the product to get hot enough to destroy the aspertame.
Well duh! don't use aspertame!
Take two.
Bet they use Splenda/suclorose AND Equal/aspertame.
Aspertame is a POISON to me.
As long as nobody - and I mean NOBODY - screws with my Diet Coke, everything will be just fine.
(Sorry for yelling, but I'm serious.)
The so called tampering with coke was the result of the government clamping down on the use of cocaine in coke.
They are still the largest buyer of coca leaves but they
remove the part of the coca leaves that make a person high.
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