Coca-Cola is phasing out its Life brand in the UK less than three years after the troubled product’s launch as new figures show sales are slumping.
Coca-Cola is to axe its Life brand in the UK from June as sales continue to lose their fizz.
Coca-Cola Life, which accounts for just under 1% of the company’s trademark sales, has been dogged by poor performance since launching in 2014. The product is marketed as a more natural alternative to other Coke variants as it is partially sweetened with stevia extract.
During the year to 18 March 2017, Coca-Cola Life’s volume sales fell 73.1% and dropped 74.6% in value terms, according to Nielsen data seen by Marketing Week. By contrast, volume sales for Coca-Cola Zero Sugar rocketed by 81.2% and value sales by 56.6% during the same period.
The company said now was the right time to phase out the Life brand in order to make a clearer distinction between its sugar and sugar-free options. The latter now make up 52% of its UK sales.
I tried it once and then never again. I can't even remember if it was any good or not actually. I didn't buy it because the cut in sugar didn't feel anywhere near drastic enough.
I've stopped with Coca Cola completely as I just find it too sweet, but I can't get on with new Coke Zero either as it's epically bland. Like a poor quality lager (as in the drink larger) it only seems to work when it's served as close to frozen as possible. Of all Zero calorie drinks it's the most flavourless.
I rather liked Pepsi Raw but it wasn't long for this world either. It was also incredibly expensive and came in a smaller can.