Coca-Cola is replacing Coke Zero with a new version which it claims, "tastes even more like the original Coca-Cola" but which contains no sugar.
The move follows research last year which showed five in 10 people didn't realise Coke Zero contained no sugar and is the latest launch in the company's £30 million programme, aimed at changing the mix of its products between sugar and no sugar drinks.
Called Coca-Cola Zero Sugar the new drink will be supported with a £10m marketing campaign, the biggest investment in a new product launch by the company for a decade.
The campaign will encourage customers to try the new and improved Coca-Cola Zero Sugar by highlighting that it 'tastes more like Coke and looks more like Coke' than the original Coke Zero.
"Since 2012 our commercial strategy has focused on accelerating the growth of our no sugar options," said Leendert den Hollander, general manager at UK distributor Coca-Cola Enterprises.
"We know that millions of people love the taste of Coca-Cola and have been working to refine the recipe of Coca-Cola Zero to match the taste of the original, but without sugar. It's the biggest investment we've made in a new product launch for a decade and will give people the great taste of Coca-Cola Classic but without the sugar."
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