By TESFA-ALEM TEKLE
November 28, 2019
(ADDIS ABABA) – The Coca-Cola Company on Thursday officially launched sugar-free Coca-Cola brand in Ethiopia, bringing the refreshing taste of classic Coca-Cola without sugar, to consumers.
Since the product launch in the US, the Coca-Cola Company has conducted a global expansion to launch Coca-Cola Without Sugar, where the brand is currently being sold in 160 countries worldwide.
To commemorate this momentous occasion, the Coca-Cola Company today held a memorable launch event at the Skylight hotel, in Addis Ababa, in the presence of Coca-Cola representatives, key stakeholders, influencers and invited guests.
The Coca-Cola Company uses innovative technology to develop the new Coca-Cola without Sugar, while maintaining the taste of real Coca-Cola, without sugar.
In addition, Sprite and Fanta without sugar were also launched in the Coca-Cola without Sugar campaign.
Coca-Cola Without Sugar represents the company’s latest effort to bring beverages without sugar to Ethiopian consumers.
“What makes Coca-Cola Without Sugar unique is that it has the great taste of Coca-Cola, without sugar. We are proud to launch Coca-Cola without Sugar beverage, as an innovative product of our time, a new taste that Coca-Cola fans can enjoy” said Daryl Wilson, Coca-Cola’s Managing Director, while explaining about the new brand.
The newly introduced Cola product features a new label design with texts “without sugar” displayed on the bottle to indicate that the new beverage does not contain any sugar.
Under the company’s “One Brand” strategy, Coca-Cola without Sugar will still maintain the single trademark brand to show consumers Coca-Cola’s wide range of products is suitable for everyone.
“The launch of Coca-Cola without Sugar portrays the company’s continued investment and efforts to produce new products and provide choices for consumers in the country, looking for products without sugar” partly reads a press statement the company sent to Borkena.
The Coca-Cola brand manager, Tigist Getu to her side said, “We are confident that Ethiopian consumers will appreciate having the Coca-Cola beverages they love, the taste of classic Coca-Cola, Sprite and Fanta, without sugar, available in Ethiopia”.
In conjunction with the launch event, the Coca-Cola Company will conduct an integrated multi-media marketing campaign to promote Coca-Cola without Sugar, including product sampling to enable local communities to try new beverages.
The Coca-Cola Company (NYSE: KO) is a total beverage company, offering over 500 brands in more than 200 countries and territories.
In addition to the company’s Coca-Cola brands, the company’s portfolio includes some of the world’s most valuable beverage brands, such as AdeS soy-based beverages, Ayataka green tea, Costa coffee, Dasani waters, Del Valle juices and nectars, Fanta, Georgia coffee, Gold Peak teas and coffees, Honest Tea, innocent smoothies and juices, Minute Maid juices, Powerade sports drinks, Simply juices, Smartwater, Sprite, Vitaminwater and ZICO coconut water.
“We are constantly transforming our portfolio, from reducing sugar in our drinks to bringing innovative new products to market. We are also working to reduce our environmental impact by replenishing water and promoting recycling” the company says.
As well as bottling partners, the company employs more than 700,000 people, helping bring economic opportunity to local communities worldwide.
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