From 2018, sugary soft drinks will carry an extra tax, part of the UK's initiatives to combat obesity.Now Coca-Cola is renaming its Zero soft drink, after learning that half of British consumers weren't aware the soda is sugar-free. Watch for the new cans on shelves this summer, part of the marketing strategy to give packaging a 'one brand' look featuring the famous red so strongly associated with Coke.
The rebrand will also include a reformulation so the soda tastes more like regular (non-zero-sugar) Coca-Cola.
Coca-Cola faces lower demand for its soft drinks among European and North American consumers. It is also examining its pricing policies in Asia, where price decreases have boosted sales.
