Coca-Cola's Portuguese operation is seeking to reduce by 12% the level of sugar in beverages between now and 2020, by introducing new drinks and increasing its range of light and zero-sugar drinks.
In a presentation outlining the new strategy, Rafael Urrialde, the director of Nutrition and Health of Coca-Cola Iberia (responsible for the Portuguese and Spanish markets), said that the reduction will take into account all the group’s beverage SKUs in Portugal, composed of more than 100 references. Currently, 28 of these do not contain added sugar.
New Products
Over the last 16 years, Coca-Cola's Portugal business has managed to cut the level of sugar or calories per litre by 23%, as well as introduce a water brand to the group's portfolio (Aquabona), in 2002.
The 12% reduction will also happen through the "introduction of new sugar-free drinks or the growth of sugar-free drinks that already exist", Tiago Lima, director of external relations for Coca-Cola Portugal, told the Lusa news agency.
According to company figures, sugar-free beverages in Coca-Cola's total portfolio in Portugal accounted for 21% of total sales (including water) in September this year, with Coca-Cola 'light' and Zero accounting for 28% of total Coca-Cola brand sales.
Asked if this decision is influenced by the introduction in February of this year of a new tax on the sugar content drinks, Tiago Lima said that it was not decisive, but that the new tax rate contributed somewhat to the decision.
© 2017 European Supermarket Magazine – your source for the latest retail news. Article by Branislav Pekic. Click subscribe to sign up to ESM: The European Supermarket Magazine
