Zero and reduced sugar Coca-Cola sales will outstrip classic Coke sales for the first time next year, according to the brand owner.
It will mean that the UK will be the first market in the world to see the change in the balance of power.
The startling stat was revealed at a Coca-Cola European Partners (CCEP) media briefing yesterday when the global soft drinks giant also spoke about its own strategy for growth.
It said its strategy would evolve around trends such as people being 'consciously healthy' with one in five now claiming to be tee-total and 90 per cent of people looking to reduce their sugar intake.
All of CCEP's brands already have zero content or low sugar variants and Coca-Cola Zero Sugar is now the number one growing Cola brand in the UK, according to CCEP.
Also new for this year will be the introduction of a 250ml can for Appletiser - replacing the old 330ml. A new variant – Apple and Pomegranate is also being introduced.
Schweppes is also to be re-launched in 250ml cans instead of the 330ml measure.
Monster Energy has extended its partnership with F1 star Lewis Hamilton with the launch of LH44 – a variant created with the driver himself. It will also run a competition to give people the chance to ride alongside the three times World Champion.
Simon Harrison, GB operational marketing director at CCEP, said: "We've worked hard to align Monster Energy with the interests of a wider yet targeted adult consumer, and the offer of this genuine money-can't-buy prize is designed to underline our status as the energy drink of choice among the motorsport audience."
Meanwhile Diet Coke has signed up TV presenter Holly Willoughby for its 'Get the gang back together' campaign that targets its core 25-44 female age group.
CCEP added it would also be helping the on-trade to drive sales with 'perfect serve' support, much if this will be focussed around the iconic Coca-Cola glass bottle which many say is their preferred serve, but is only available in one in four pubs or bars.
- Click on the link to read more about The Sober Revolution in Pubs.