Coca-Cola European Partners (CCEP) has announced the launch of Diet Coke Sublime Lime, expanding its popular light flavours portfolio.
Rolling out nationwide from Mid-February onwards, the new variant aims to tap into growing consumer demand for lime-flavoured drinks.
The variant will be available in 330ml and 500ml plain and price-marked packs for on-the-go occasions as well as multipacks and 1.25l and 2l bottles.
The launch will be supported by a multi-million pound marketing campaign that will raise awareness of Diet Coke Sublime Lime and Diet Coke Twisted Strawberry, the two flavoured variants from the brand.
Launched last year, Diet Coke Twisted Strawberry is already worth £8 million.
The campaign will span out-of-home advertising, digital and TV, as well as mass sampling and in-store promotions.
Simon Harrison, vice president, commercial development at CCEP GB, said: “Diet Coke is the biggest light cola brand in GB and our flavoured cola innovations helped to drive 57% of on-the-go cola NPD value growth last year. Our flavoured colas are now worth more than £102m, making 2020 the perfect time to innovate and offer our consumers a brand-new experience.
“Combining the popularity of Diet Coke and growing demand for both flavoured and low sugar carbonates, Diet Coke Sublime Lime presents a fantastic opportunity for retailers to maximise their soft drinks sales.”
