Coca-Cola Great Britain (CCGB) has announced that a new and improved sugar-free Coca-Cola will be in stores this summer.

The next step in the companys strategy to help people reduce their sugar intake, Coca-Cola Zero Sugar – which will replac Coke Zero – will taste more like the original Coca-Cola, but without sugar, and will be supported by a £10 million marketing campaign designed to get more people to choose no sugar.

The move is a deliberate attempt to change the mix of the companys portfolio between sugar and no sugar drinks and is the latest action to result from the companys £30 million reformulation and new product development programme.

Replacing Coca-Cola Zero, which was launched in 2006, new Coca-Cola Zero Sugar is the result of years of recipe development and innovation. As well as the improved taste, the new name and packaging will make it even clearer to consumers that the drink is sugar-free, says CCGB. This decision was informed by consumer research conducted last year which showed that five in 10 people did not know Coca-Cola Zero contained no sugar. 

Leendert den Hollander, general manager at Coca-Cola Enterprises, says, "For years we have offered people a choice – every brand we sell has a great tasting no sugar version. Since 2012 our commercial strategy has focused on accelerating the growth of our no sugar options.

"We know that millions of people love the taste of Coca-Cola and have been working to refine the recipe of Coca-Cola Zero to match the taste of the original, but without sugar. Its the biggest investment weve made in a new product launch for a decade and will give people the great taste of Coca-Cola classic but without the sugar."