- Coca-Cola Life, a mid-calorie soda that Coke has been testing in overseas markets, is now available in the southeastern United States.
- Coke Life, which bears a green version of Coke's traditional label, is sweetened with a mix of sugar and stevia, rather than high-fructose corn syrup. The company hopes the product will attract consumers who are concerned by the health risks associated with traditional sodas.
- The Fresh Market, a grocer with some 160 locations in 24 states, is the exclusive seller of Coke Life until October, when a broader roll-out is expected. As of yesterday, the soda is available at The Fresh Market stores in North and South Carolina, Florida, and Georgia.
Coke is betting heavily on Life. Some 4,000 sampling events are planned, as well as a nationwide advertising campaign. Coke is also debuting Coca-Cola Life within the next week or so in Mexico, the company's second-largest market by sales volume.
The key for Coca-Cola Life may be in gaining new soda drinkers, rather than converting folks from existing low-calorie or full-calorie versions. Coke has already learned the hard way with other products that there's a risk in expecting customers to change preferences just because you've changed the formula.