The company is upping its marketing spend on products like Coca-Cola Zero by 25%

The company is upping its marketing spend on products like Coca-Cola Zero by 25%

Coca-Cola GB has declined to detail which brands it will cut the calories of, following its pledge to do so, as part of the UK Government's public health responsibility deal.

Earlier this week, Coca-Cola GB and Coca-Cola Enterprises (CCE) said that it will spend GBP15m (US$24m) on reducing the calories in some of its “leading” soft drinks by at least 30%. In total, the two UK units plan to cut the average calories per litre of its range of sparkling soft drinks by 5% by the end of 2014. 

The company said it would also increase the marketing budget for its no calorie, zero sugar colas, Diet Coke and Coca-Cola Zero by 25% between now and 2014. A company spokesperson for Coca-Cola GB confirmed to just-drinks earlier today (30 March), that it would not cut the calories in the flagship Coca-Cola brand.

The move is part of a wider initiative by leading firms who have vowed to cut 5bn calories from their products as one element of the government's public health responsibility deal. Other companies signed up to the deal include Nestle, PepsiCo and Unilever.   

When asked by just-drinks which brands it would cut the calories in, the Coca-Cola GB spokesperson said: “We are not giving out that information at the moment, that will come in due course.”

But, she said it would not be Coca-Cola as consumers “love the taste”. 

Earlier this week, Simon Baldry, CCE's managing director, said: “We believe we can play an important role by offering a broader choice of drinks for our consumers, helping people make informed choices and encouraging active lifestyles.”

Andrew Lansley, the UK's Health Secretary, adde: “This pledge is just the start of what must be a bigger, broader commitment from the food industry. But, it is a great step in the right direction and will help millions of us eat and drink fewer calories.”