Published Date : Nov 17, 2015
Inspired by the success of the sugar-free version of Coca Cola’s famous fizzy beverage Coke, the Coke Zero, the company is all set to test the sugar-free version of one of its another famous drink, Sprite, in the Indian market. To be named Sprite Zero, the sugar-free version of this famous lemon-lime drink, which is also one of the world’s largest selling drinks in this category, the new launch will attempt to monetize on Sprite’s significant market appeal; it surpassed the market position of Thumps Up, another Coca Cola product, last year to become the biggest soft drink brand of India in terms of volume sales.
Regarding the awaited launch of Sprite Zero in India, a Coca Cola spokesperson said that the company keeps evaluating a number of options in the beverages category that the consumer would want. However, he added that the company was not currently in the position to comment on its plans about any specific beverage.
Diet soft-drinks in India are still a niche category in India. The market for these drinks is estimated to be around 300 crore rupees, having tripled from its market value of around 120 crore rupees in 2010, compared to the huge market of domestic soft drinks – estimated at 14,000 crore rupees.
However, the launch of Coke Zero last year boosted this category in the country. Since then, the market for diet soft drinks has expanded by nearly 39%, compared to growth at a 12-13% CAGR between 2010 and 2014.
Earlier, the diet category had proven quite tricky for most companies. Coca Cola’s rival PepsiCo had launched the Aliva brand in 2012 with a lot of fanfare but lack of consumer interest prompted the company to pull it off the shelves.