The calorie count of Sprite is being reduced by 30% with the reformulation of the recipe that sees the introduction of stevia.
Coca-Cola Enterprises says that Sprite’s use of stevia extract also enables the brand to provide its most refreshing taste ever, which has tested extremely well with consumers. Both the improved taste and the reduction in calories will be communicated on pack with ‘Now most refreshing taste ever’ and ‘30% less sugar’ messaging. The reformulation will be introduced across the whole of the regular Sprite range. Sprite Zero will remain available for consumers that prefer a zero sugar, no calorie alternative.
Nick Canney, VP, Sales & Marketing at CCE, comments: “To reduce the calories so significantly on one of our biggest sparkling brands, while at the same time improving the brand’s great taste, is a major milestone. We remain committed to reducing the sugar content of our brands to offer consumers a wide choice of low and no calorie variants. As the number one lemon and lime flavoured soft drink, Sprite is in an ideal position to lead the way with its updated formulation that provides the ultimate refreshment. We recommend retailers make sure they stock up ahead of the increased marketing investment, as we expect there to be a strong consumer demand for the new range.”
The launch of Sprite with stevia will be supported by a four month marketing campaign from the end of April that includes TV, press, online and in-store POS.