The no-sugar variety has overtaken regular Coca-Cola as the sweetener revolution tempts consumers’ tastebuds
The fact that Diet Coke has overtaken its stablemate, Coca-Cola, as the biggest soft drink brand by value for the first time [TNS 52 w/e January 30, 2005] is a clear indication of how consumers regard diet drinks.
The media-led obsession with health has encouraged consumers to question the content of their favourite soft drinks. Scrutinising nutrition labels has sparked interest in strange-sounding sweeteners, particularly in products such as Diet Coke, which are perceived to be healthier.
Aspartame’s flavour profile has also been openly criticised by some consumers, prompting a sweetener revolution.
Datamonitor’s managing analyst John Band points to a short-term focus on making diet drinks better-tasting and
more fashionable: “They need to be able to compete better with categories that are perceived to be healthier, such as flavoured water.”
The US is pioneering the trend with impending launches in the diet cola market this summer. The new Coca-Cola Zero launched in the US will not be targeted at traditional Diet Coke drinkers.
Instead, The Coca-Cola Company hopes that the sweeter taste profile achieved by using less aspartame and more acesulfame potassium (ace-k) will draw new consumers to the brand. It is also hoping that Diet Coke with Splenda will benefit from the popularity of the no-calorie sucralose in the US.
The launches have been met with mixed feelings as the industry points to the over-complication of a single, iconic brand.
However, the fact that Splenda Sucralose has performed well in the UK in the hands of Tate & Lyle augurs well for such a Diet Coke variant here.
According to Ferne Hudson at Tate & Lyle: “Splenda’s success as an ingredient has been driven by its great sugar-like taste and zero-calorie properties.”
PepsiCo and Coca-Cola are monitoring responses in the US before pursuing new product development here. However, as it is used in more than 4,000 products worldwide, including in Boots’ Shapers drinks and Asda’s blackcurrant cordial in the UK, Splenda appears to have a future as an ingredient in diet soft drinks in the UK.
The fact that Diet Coke has overtaken its stablemate, Coca-Cola, as the biggest soft drink brand by value for the first time [TNS 52 w/e January 30, 2005] is a clear indication of how consumers regard diet drinks.
The media-led obsession with health has encouraged consumers to question the content of their favourite soft drinks. Scrutinising nutrition labels has sparked interest in strange-sounding sweeteners, particularly in products such as Diet Coke, which are perceived to be healthier.
Aspartame’s flavour profile has also been openly criticised by some consumers, prompting a sweetener revolution.
Datamonitor’s managing analyst John Band points to a short-term focus on making diet drinks better-tasting and
more fashionable: “They need to be able to compete better with categories that are perceived to be healthier, such as flavoured water.”
The US is pioneering the trend with impending launches in the diet cola market this summer. The new Coca-Cola Zero launched in the US will not be targeted at traditional Diet Coke drinkers.
Instead, The Coca-Cola Company hopes that the sweeter taste profile achieved by using less aspartame and more acesulfame potassium (ace-k) will draw new consumers to the brand. It is also hoping that Diet Coke with Splenda will benefit from the popularity of the no-calorie sucralose in the US.
The launches have been met with mixed feelings as the industry points to the over-complication of a single, iconic brand.
However, the fact that Splenda Sucralose has performed well in the UK in the hands of Tate & Lyle augurs well for such a Diet Coke variant here.
According to Ferne Hudson at Tate & Lyle: “Splenda’s success as an ingredient has been driven by its great sugar-like taste and zero-calorie properties.”
PepsiCo and Coca-Cola are monitoring responses in the US before pursuing new product development here. However, as it is used in more than 4,000 products worldwide, including in Boots’ Shapers drinks and Asda’s blackcurrant cordial in the UK, Splenda appears to have a future as an ingredient in diet soft drinks in the UK.
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