Coca-Cola European Partners (CCEP) is launching a new Vanilla variant of Coca-Cola Zero Sugar, in a move to help retailers build on the success of the brands reformulation and the increasing demand for sugar free soft drink options.

The new flavour will be available from April 2017 in 1.75L, 500ml PET bottle and 330ml can formats as well as an 8x330ml can multipack. The variant taps into the popularity of Coca-Cola Classic Vanilla and the success of Coca-Cola Zero Sugar, which has become the fastest growing top five cola brand in Great Britain.

The 500ml PET and 330ml can formats will also be available in price marked packs, which is shown to be an effective way of encouraging consumers to try new products, with 43% of shoppers claiming that they would be more likely to try a new line if sold in a PMP.

CCEP will continue to expand the Coca-Cola Zero Sugar portfolio with the reformulation of the popular Coke Zero Cherry variant later this summer, which will have an improved Coca-Cola Zero Sugar taste.

Simon Harrison, operational marketing director at Coca-Cola European Partners, comments, "The launch of Coca-Cola Zero Sugar Vanilla and the reformulation of Coke Zero Cherry to the new Coca-Cola Zero Sugar recipe are exciting next steps for a brand that has already enjoyed fantastic success since it launched last summer because of its sugar free credentials and great taste.

"The new vanilla variant is designed to encourage more people to drink Coca-Cola Zero Sugar by offering a sugar free option of a popular flavour variant. This along with the cherry variant, will help retailers to increase their sales of soft drinks by offering more choice and appealing to shoppers who are increasingly health conscious, but dont want to compromise on taste."