PRESS RELEASE

In mid-January, Coca-Cola starts selling a new version of Coca-Cola diet with an improved taste. That the world launch takes place in Sweden is a conscious and strategic choice.

During the 90s, Sweden became known as the country where young, style-conscious people tried out new jeans brands, brands that are now seen all over the world. Before that, the first models of mobile phones had started to spread before they quickly spread further all over the world.

The software giants released the first versions of new programs and outdoor trends quickly gained a foothold before the Alps even learned to spell snowboarding. Sweden was simply the country in the world where young, knowledgeable and discerning consumers were given the power to control what would then become the next trend and success on the world market.

The position as a country at the forefront of new trends and products with young conscious consumers means that it is no coincidence that Coca-Cola chooses Sweden for the world launch of the new Coca-Cola light.

- Sweden is known for knowledgeable and discerning consumers. At the same time, interest in light products has increased significantly in Sweden in recent years, which is why it is no coincidence that Coca-Cola chooses Sweden as a test market, explains Peter Dimulkas, product manager for Coca-Cola light.

The challenge is great now that Coca-Cola chooses to change the recipe for one of its most successful products. But as important as it is to be proud of the success that has been, it is important to meet the new demands of young consumers. Because while it is obvious to enjoy the good life, it is equally obvious that it must not be at the expense of health.

In 2005, Coca-Cola invested heavily in developing its light range by launching three new light products.

The new Coca-Cola light is a natural continuation of that investment, which aims to make the loyal consumers even more satisfied, while hopefully more people will find their favorite in the new Coca-Cola light.

In mid-January, the new version of Coca-Cola light will be available for sale. If the new flavor goes home in conscious Sweden, yes - then it is free for further launch in the rest of the world.

Coca-Cola AB

Coca-Cola AB is responsible for the marketing of some of the world's best-known brands of non-alcoholic beverages on the Swedish market. The brands in our Swedish product portfolio are Coca-Cola®, Fanta®, Sprite®, MER®, Bonaqua®, Powerade®, fuzetea®, glacéau Smartwater®, Chaqwa® and Minute Maid®. In Jordbro outside Stockholm, Coca-Cola European Partners Sverige AB produces approximately 1.4 million liters of beverage every day. We have committed to reducing the number of calories we put on the market by 20% by 2020. Our PET bottles must consist of at least 50% recycled PET by 2020. For further information, please visit coca-cola.se.

Source: Coca-Cola Sverige