Many of our brands are available in reduced and no-sugar options, and we are taking action to provide smaller, more convenient package sizes, introduce new reduced and no-sugar drinks and drive innovation across our total beverage portfolio.
Inside the Bottle
Our focus “inside the bottle” is simple – to reduce sugar in our beverages wherever we can while bringing a wide range of exciting new drinks to people around the world.
In 2017, we reduced sugar in more than 300 of our drinks globally, while introducing more than 500 new products across a total beverage portfolio. We also have plans in the pipeline to reduce sugar in over 400 more drinks. Our 2017 Global Unit Case Volume was spread across the following categories (excluding the energy drinks category): sparkling soft drinks (70 percent); water, enhanced water and sports drinks (18 percent); juice, dairy and plant-based beverages (8 percent); and tea and coffee (4 percent).
We started on a journey to reduce the amount of sugar in our beverages in Europe years ago, through a mix of different tools: reformulation, innovation, smaller portion sizes and promoting low-and no-calorie drinks. In 2017, we announced the next voluntary step in this journey to help consumers control their intake of sugar. With our bottling partners, and working closely with the rest of the European soft drinks industry and national associations, we are advancing the process toward the bold new commitment to reduce the average added sugar content of still and carbonated soft drinks in Europe by 10 percent between 2015 and 2020.
All around the world, we’re building a whole stills portfolio that spans different categories. In the United Kingdom, innocent has invested in bringing new products to market, such as coconut water, and continued to grow its smoothie business in Western Europe in 2017.. Moreover, in Spain we introduced Royal Bliss, a line of premium mixers with eight complex, nuanced flavors, including a zero-sugar option, available exclusively in glass bottles in restaurants and bars. The ultra-filtered milk from the fairlife brand, which focuses on exceptional cow care, smart and responsible farming and sustainable agriculture, captured 75 percent of the value-added dairy category’s growth in 2017.
Outside the Bottle
Because we know what we put inside our bottles is only half of the equation, we’re also taking actions “outside the bottle.” One of those actions is providing smaller, more convenient packaging, making it easier for people to control added sugar consumption and enjoy our drinks in the size they want. Smaller, more convenient packages are now available in more than 150 countries, and over 40 percent of the company’s sparkling brands are available in packages of 250 milliliter (8.5 ounces) or less.
In 2017, we continued our longstanding, global Responsible Marketing Policy, which includes not placing any of our brands’ marketing in media that directly targets children under 12. This includes television shows, print media, websites, social media, movies and SMS/email marketing. In addition to media placement restrictions, we do not develop creative marketing material that primarily appeals to children under 12, regardless of where the material will be placed.
In 2017, leading food and nonalcoholic beverage companies, including The
Coca-Cola’s compliance with the EU Pledge not to advertise our brands on TV to children under 12, was monitored in 2017 by Accenture in Romania, Spain, Italy, Hungary, Germany and France, demonstrating very strong compliance. Also in 2017, the European Alliance for Standards in Advertising (EASA), of which we are a member, reviewed a number of our brand websites, social media profiles and mobile apps in Bulgaria, France, Germany, Hungary, Spain and the Netherlands to measure compliance with the industry’s responsible marketing commitments. This third-party audit demonstrated extremely strong compliance.
Every day, we work to do what we have done best for more than 130 years: listen carefully to people and keep them at the heart of our business. That’s how we will continue to grow more sustainably and responsibly for generations to come.
More on Journey
- Coca-Cola bagged multiple awards, crowned as Brand of the Year at MMA Smarties Awards 2019
- Coke’s Way Forward: New Business Strategy to Focus on Choice, Convenience and the Consumer
- Coca-Cola CEO: 'We Must Be Bold and Fast'
- 6 Things We Learned About Coke’s 2017 Results
- Coca-Cola CEO: 'Progress is Achieved in Partnership, Not in Isolation'