Coke Zero Sugar Gets a New Look

The soft drink is also getting a recipe makeover to optimize its flavor.

July 14, 2021

New Coke Zero Sugar Branding and Flavor

ATLANTA—The Coca-Cola Company announced that it is rolling out a new recipe and new packaging for Coca-Cola Zero Sugar in U.S. stores this month, optimizing existing Coca‑Cola Zero Sugar flavors and ingredients. Nationwide distribution in the United States and Canada starts in August, and full distribution begins in September, following a successful introduction in European and Latin American markets.

“Recognizing that tastes and preferences are always evolving, we’re focused on continuous improvement to give fans the best-tasting Coca-Cola they want—with zero sugar or calories—offered in the most iconic packaging and powered by some of our most creative, consumer-centric marketing yet,” said Rafael Prandini, Coca-Cola category lead for North America Operating Unit, in a press release.

A simplified packaging design is anchored by the iconic Coca‑Cola logo and red cues, with black Spencerian script signaling the Zero Sugar variety and “Now More Delicious” messaging highlighting the new formula in the U.S. All Coca‑Cola Zero Sugar packaging will feature the streamlined graphics.

The reformulation, which is currently on shelves across Europe and Latin America, supports The Coca‑Cola Company’s strategy to offer a broad portfolio of beverages that fit a variety of tastes and lifestyles—and to move quickly and experiment in an intelligent and disciplined manner, the company said.

Coca‑Cola Zero Sugar, which launched in 2005, was reformulated in 2017 to bring its taste even closer to Coca‑Cola. Since then, the brand has consistently delivered double-digit growth. “In order to continue to drive growth of our diets and lights category, we must keep challenging ourselves to innovate and differentiate just as other iconic brands have done,” said Natalia Suarez, senior brand manager for Coca-Cola’s North America Operating Unit. “The consumer landscape is always changing, which means we must evolve to stay ahead.”

This isn’t the first change from Coca-Cola to debut in recent months. In May, Coke introduced 24 poems on its summertime drinks packaging to engage consumers.

The beverage category is a driving force behind visits by consumers in the summertime to convenience stores. Read more about how retailers can leverage this category in "Profitable Pours" in the July issue of NACS Magazine.