Economy

New Diet Coke Flavors Bow to Millennial Whims

New Diet Coke Flavors Bow to Millennial Whims

Coca-Cola Co. says it is adding a slimmer 12-ounce Diet Coke can, refreshing the logo and offering the 35-year-old drink in four new flavors: ginger lime, twisted mango, feisty cherry and zesty blood orange.

It's a pretty transparent ploy to try to recapture some of the millennial market share that Coke has lost as people have gravitated toward flavored fizzy waters, reports the Los Angeles Times. "From these insights, Coca-Cola's R&D team developed and tested more than 30 Diet Coke flavor combinations, featuring tropical, citrus, and even botanical notes".

Rafael Acevedo, Coca-Cola North America's group director for Diet Coke, told BuzzFeed News that Coca-Cola wanted to "make sure packages are Insta-ready". "We don't have plans to bring the new Diet Coke range to Australia just now but there are plenty of other innovations in the pipeline, so stay tuned".

"Because every good icon knows that evolution is everything", Diet Coke said in a statement.

Diet Coke has not yet responded on Twitter, so we suspect that this war will fizzle out soon.

More news: Iranian oil tanker partially explodes in East China Sea, rescue boats retreat

Has Coca-Cola back-flipped on its "one brand" strategy? Though Diet Coke remains the third-largest carbonated soft drink in the US, it saw volume drop 4.3 percent a year ago, according to industry publication Beverage-Digest.

While they'll be sold in Canada and the U.S.in "sleek" 12-oz. cans - as singles and in eight-packs - the original Diet Coke will continue to be available in all of its current sizes. A slightly refined typography simultaneously preserves Diet Coke's heritage, yet presents it in a more progressive manner, according to the company.

Coca-Cola said the new flavours and look - with a different colour vertical stripe for each flavour and red for plain - are aimed at appealing to millennials. "While the low- and no-calorie beverage category has been under pressure, its performance has been improving recently, and Diet Coke remains an incredibly strong brand", said Acevedo. "We're building a portfolio for the future with great-tasting options people want".

Diet Coke, known as Coca-Cola light in most global markets, is available in more than 110 countries around the world.


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