Forty years ago, Coca-Cola developed its first calorie-free yet great-tasting soft drink: Diet Coca-Cola. And almost twenty years ago, Coca-Cola zero sugar was launched on the market. Today, more than 80 percent of the company’s drinks in Europe have a low- or no-calorie option. We want to further accelerate innovations. The “magic” required for this takes place in the beating heart of innovations for the Europe, Middle East and Africa (EMEA) regions: in Coca-Cola’s modern research and development center in Brussels, one of the largest Coca-Cola Cola Research & Development Centers. centers worldwide.
85 scientists from 23 countries are working on innovative drinks in Brussels. They develop new products and improve recipes for more than two billion consumers in 122 countries in the EMEA region (Europe, Middle East and Africa). Since 2010, more than 280 drinks in Europe have been reformulated to contain less sugar. This is not only to meet people’s expectations, but Coca-Cola also supports the European Union’s vision of creating a healthier food environment.
Sugar reduction needs research
Sugar reduction is a major challenge that Coca-Cola is taking on. Because reformulating drinks isn’t as easy as it sounds. Sugar reduction requires intensive research and development, because sugar not only affects the taste of our drinks, but also plays a role in texture, mouthfeel, color and cloudiness. Therefore, any change in sugar content is thoroughly investigated and tested.
At the R&D Center, experts consider all five senses when developing new products or adapting recipes to achieve the great taste consumers expect from Coca-Cola. In the past fifteen years alone, Coca-Cola has invested more than $90 million worldwide in research into sweetener innovations and sugar reduction.
Coca-Cola’s goal is to reduce sugar content without compromising the taste or quality of its ingredients and products. In Austria, more than half of all drinks sold by Coca-Cola are low-calorie or calorie-free.
Investing in new ingredients
To give people options with less and no sugar, sugar-free sweeteners are used in many foods and drinks. Coca-Cola has great confidence in the science behind the safety of its ingredients. Sweeteners are among the most studied food ingredients. Numerous studies confirm their safety. Before a food additive such as sweeteners is approved for use in foods and beverages, it is extensively tested. Coca-Cola continuously monitors developments and opportunities around sweeteners and sugar reduction, invests in new ingredients and adapts recipes to improve the drinks – Coca-Cola has been following this path for decades.
Coca-Cola is also increasingly promoting its low-sugar and sugar-free drinks. Across Europe, more than 98% of Coca-Cola brand advertising now uses Coca-Cola Zero Sugar. And a wider range of smaller cans and bottles will be offered, such as the 150ml mini cans and the 250ml slim cans, so people can enjoy the same great taste in the portion size that suits them.
Sugar content has fallen by 7.6% in Europe since 2019
All in all, the effect is significant. Coca-Cola, together with our industry peers at UNESDA Soft Drinks Europe, has committed to: to reduce sugar content in soft drinks by a further 10% by 2025. This means a total sugar reduction of -33% since 2000. In Austria, more than half of the drinks sold are low-calorie or calorie-free*.
* Global sales data for FY 2022, excluding Multon and Global Ventures
Source: Krone
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