Coke refreshes Glacéau design after cutting sugar

Glacéau Vitamin Water: sugar content and colorie levels have been reduced
Glacéau Vitamin Water: sugar content and colorie levels have been reduced

Coca-Cola has unveiled refreshed packaging for its Glacéau Vitamin Water brand to boost awareness of the drink's new stevia-based sweetener.

Stevia, the naturally-sourced sweetener that was approved for use by the European Union in November last year, will now be used by the Glacéau brand, reducing the product's sugar levels by 30% and its calorie count by 30 calories.

Glacéau, which featured as a worldwide partner and "best mate" of the London Olympic Games, is communicating its new reformulation by updating its packaging with labels featuring pictograms designed to highlight nutrients within the drink.

Philippa Classey, Glacéau vitaminwater NWEN marketing manager, said: "This is an exciting set of changes for Glacéau vitaminwater – our consumers have always loved the taste of our drinks. Being able to keep the products tasting great, but with fewer calories and introducing stevia from natural origins, and an updated nutrient blend, is a fantastic step. After an amazing Olympic year in 2012, we're in the starting blocks ready for a great 2013."

Rival PepsiCo made a similar move in April, removing sugar as an ingredient on its SoBe V Water range. The move reduced the drink's sugar content from 20 grams to zero and its calorie count from 85 to 10 or less.

In addition, this week independent soft-drinks company Feel Good Drinks launched what it claimed was the UK market's first 100% natural, low-calorie alternative to the current flavoured and vitamin waters.

The brand's latest product innovation, called Feel Good Water, is made of spring water, fruit juice and B vitamins, with no added sugar.

Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

Lynx tells men not to leave love to fate
HBO captures awkwardness of watching sex scenes with parents
Primark to open first US stores with Boston chosen as flagship location
Marketing spend on the up but a reality check is needed before celebrating
Top 10 ads of the week: Jackpotjoy and BT Broadband fend off Kevin Bacon
Lidl beats Tesco to 10m Facebook fans
Center Parcs ad banned for encouraging parents to take kids out of school
Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message