Coca-Cola Co., facing an industrywide retreat from artificially sweetened sodas, is hoping its biggest Diet Coke makeover ever can win back consumers.
The Atlanta-based beverage giant is relaunching its classic Diet Coke formula -- along with four new flavors -- in taller, thinner cans. The move comes after years of declines for the brand. Though Diet Coke remains the third-largest carbonated soft drink in the U.S., it saw volume drop 4.3% last year, according to industry publication Beverage-Digest.
Diet Coke -- launched in 1982 -- had long capitalized on consumers shifting away from sugary drinks. But now health-conscious shoppers are increasingly ditching artificial sweeteners as well, leaving Coke and rival PepsiCo Inc. in a difficult spot. Overall, per-capita soda consumption in the U.S. fell to a 31-year low in 2016, the latest year with data available, according to Beverage Digest.
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Coke says the new look could help attract new drinkers beyond the product’s core consumers. The revamped can and additional flavors -- ginger lime, feisty cherry, twisted mango and zesty blood orange -- will hit store shelves in mid-January.
“We’re modernising what has made Diet Coke so special for a new generation,” Rafael Acevedo, the product’s North American group director, said on Coca-Cola’s website.
News by Bloomberg, edited by Hospitality Ireland