A new low-calorie Coke may make its US debut next year — with an eye toward turning around the company’s sagging sales.
Coca-Cola Life, sweetened with sugar and natural zero-calorie stevia — which has been a hit since it was rolled out in Argentina this year — could soon be brought to US stores, Coca-Cola CEO and Chairman Muthar Kent hinted on Monday.
“Coke will introduce more products next year,” the beverage boss said, with a broad smile, after he was asked several times by Beverage Digest Publisher John Sicher when he might introduce the soda, which weighs in at 100 calories per 20 ounces, about midway between Diet Coke’s zero calories and Coke’s 250 calories per 12 ounces.
Coke uses stevia in the US in some non-carbonated drinks and in its Fanta brand. Coke Life, which is sold in Argentina in bottles featuring a green stripe instead of Coke’s classic red logo, would be the first time the natural sweetener would be used in its flagship brand in the US.
Presently, Coca-Cola is under pressure as sales of Diet Coke — and sales of diet colas in general — are falling with consumers questioning the safety of aspartame.
“It is a perception issue,” Kent said.
Stevia is a natural sweetener that some consumers believe is safer.
Store sales of diet soda industry-wide fell 6.8 percent in dollar terms for the 52 weeks ending Nov. 23, according to the Wall Street Journal.
With the dip in diet soda sales, shares of Coca-Cola have dipped 3% in the last six months while the S&P 500 index has gained 10 percent.