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  • A sugar-free shake-up aimed at the health-conscious consumer
  • A sugar-free shake-up aimed at the health-conscious consumer
    Coca-Cola (2016) ©
CASE STUDY

Coca-Cola Zero Sugar: a post-sugar tax rebrand

With sugar the new demon ingredient, and a public increasingly scrutinising what they’re putting into their bodies, major food and drink brands are scrambling to cater to the health-conscious consumer. Can Coca-Cola Zero Sugar prove that there’s still a space for fizzy drinks in the diet?

Location United Kingdom

Scope
As public awareness around the nutritional value of what we’re eating has grown, major food and drink brands have scrambled to combat weakening sales as a result of this ‘new’ health-conscious consumer. And few companies have been required to do more than those in the fizzy drinks market.

But the worst is yet to come; 56% of Brits have voiced support for Chancellor George Osborne's 'sugar tax', which was unveiled in March 2016. [1][2] Considering that carbonated beverages account for nearly half of sales in the soft drinks industry, can the category continue to whet ...

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