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‘Most ambitious launch since Coke Zero’: CCE fights soda age decline

25-Feb-2014 - By Ben Bouckley+
‘Most ambitious launch since Coke Zero’: CCE fights soda age decline
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Coca-Cola Enterprises (CCE) hopes its ‘most ambitious launch since Coca-Cola Zero’ can help arrest the traditional soda consumption decline among older adults.

After two years of research and testing the company is set to launch fruit-based sparkling drink Finley onto the French market, with the drink pitched at 25-49 year olds.

CCE said French research showed that only 10% of beverages consumed by adults are carbonated soft drinks – well below warm beverages like coffee and tea.

“The current soft drinks offer is fairly limited for a population whose taste is changing and becoming more mature,” the company said.

As a low-calorie drink (20 calories/100ml serving) Finley promises “fine bubbles and subtle flavors” – Grapefruit & Blood Orange, Lemon & Elder Blossom, Orange & Cranberry, and Tonic.

Available in 250ml cans and 500ml and 1.5 liter bottles, Finley has no added preservatives and contains fruit juice, natural aromas and natural sweeteners.

“For Coca-Cola Enterprises, the launch of Finley is part of our diversification strategy which sets out to cover greater consumer needs as well as increasing our low-calorie beverage portfolio,” the company said.

“We are organizing a large-scale launch plan for the new brand, our most ambitious since the launch of Coca- Cola Zero in 2007. It will involve sampling and advertising across supermarkets, convenience stores and online retailers.

Related topics: Markets