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Coca-Cola Enterprises (CCE) is to roll out Coca-Cola Life across all of its European territories after a test launch.

CCE is taking Coca-Cola Life Europe-wide

CCE is taking Coca-Cola Life Europe-wide

The stevia-based version of Coca-Cola went on sale in France this month and will enter Belgium, Luxembourg, Netherlands and Norway starting from next month, CCE said today. It was launched in Sweden and the UK in June.

In an analysts' call today, CCE chief executive John Brock said that he was pleased with the performance of Coca-Cola Life so far. “It has been a terrific launch across the board. Because of that we see expanding it into the balance of our territories, and we think it will continue to provide exciting levels of consumer choice.”

CCE Europe's president, Hubert Patricot, said Coca-Cola Life had been “received very well”. “Early indicators from most customers and consumers are positive,” he said.

Patricot also said European retailers are looking for new innovative products and that CCE is working with them on a joint business plan. “Retailers are really keen on stocking new innovation that the shoppers are looking for and we are working with them to reignite the category growth in this area,” he said.

Brock said that CCE expects to boost its energy drinks category in the wake of the Coca-Cola Co's tie-up with Monster Beverage Corp.

“We're very excited about the Coca-Cola transaction and the focus it will bring from the Monster team on the energy category in general. Energy drinks account for 2-3% of CCE's volumes and 4-5% of volumes. “But in terms of growth contribution it can be much bigger in years to come,” Patricot said.

The Coca-Cola Co agreed in August to pay US$2.15bn for a 16.7% stake in Monster. Under the terms of the deal, Coca-Cola will transfer its energy portfolio, including NOS, Full Throttle, Burn, Mother, Power Play and Relentless, to Monster. Coca-Cola will take on Monster's non-energy brands such as Hansen’s Natural Sodas, Peace Tea and Hubert’s Lemonade. 

Coca-Cola CFO Kathy Waller said this week the deal is expected to close in March.


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