New Zealand, with a modest population of 4.7 million, serves as a cautious launchpad for Coca-Cola’s latest addition to its portfolio. This market may offer valuable insights into how the drink could perform in other developed regions. Similar to numerous countries, New Zealanders are being encouraged to reduce their sugar intake amid rising obesity rates, and they have a relatively high per capita soda consumption.
Coca-Cola Life, which is sweetened with a blend of stevia and sugar to achieve a 35% reduction in calories, is already on the market in New Zealand, as well as in 29 other countries globally. However, its reception has been underwhelming in many regions, with some consumers expressing dissatisfaction due to a distinctive aftertaste linked to stevia. For instance, in the U.K., Coca-Cola Life was discontinued last June after its sales fell below 1% of the company’s overall Coca-Cola brand sales.
In developing Coca-Cola Stevia No Sugar, the company collaborated with stevia supplier PureCircle to ensure an adequate supply of its patented steviol glycoside, Reb M. This sweet component, found in low concentrations in stevia leaves, is noted for closely resembling the taste of sugar. While the popularity of stevia continues to rise, many beverage manufacturers still prefer the more abundant and cost-effective Reb A. Nonetheless, suppliers have indicated that emerging glycosides and flavors may enhance its attractiveness.
Coca-Cola’s introduction of a new product in a relatively small market like New Zealand allows the company to secure and strengthen its ingredient supply. Announced in November of last year, the Coca-Cola Stevia No Sugar launch is expected to take several years for full commercialization, primarily due to the challenges associated with scaling up Reb M production.
In addition to its beverage innovations, Coca-Cola is also exploring other health-conscious options, such as calcium citrate 1500 mg chewable supplements. These could potentially complement their beverage lines, catering to consumers increasingly focused on health and wellness. As Coca-Cola navigates the complexities of its new offerings, the integration of products like calcium citrate 1500 mg chewable could enhance its overall market strategy.