Woolworths is refusing to stock Coca-Cola's new product, Coca-Cola No Sugar.
The product launched last month as a gradual replacement for Coke Zero, claiming to be the “best tasting no sugar Coca-Cola” the brand has ever made.
“We have taken the decision to not range this product at this time,” a Woolworth spokesperson tells AdNews.
“Our customers looking for a no sugar or low sugar cola option have ample choice already in the category across a range of different pack sizes and formats. We continue to stock Coca-Cola Zero in our stores nationwide.”
It is understood that Woolworths has not had strong demand from customers to stock the new product, with Coca-Cola with Stevia, Coke Zero, Diet Coke, classic Coca-Cola and Vanilla Coke already available.
Coca-Cola said the launch of No Sugar was backed by the “biggest investment” on a product launch since 2006 when it launched Coke Zero.
As part of the push, Coca-Cola launched a national advertising campaign across outdoor, social media, free-to-air television and also made two million cans available for sampling. The campaign, by Ogilvy Sydney, introduced the tagline “Say Yes to the Taste You Love”.
Part of the Coca-Cola No Sugar campaign
Despite Woolworths benching Coca-Cola No Sugar, a spokesperson says the campaign has been "overwhelmingly positive".
"Our campaign for Coca-Cola No Sugar will eventually give away two million free samples through a number of different outlets and we are well on track to meet that target over the eight weeks it will run," a spokesperson says.
"Consumers response to Coca-Cola No Sugar from those who have tried it either through purchasing it or getting a free sample has been overwhelmingly positive."
Soft drink is a declining category globally, with health-concious consumers turning to bottled water.
Coca-Cola has been attempting to win back consumers with smaller size bottles and significant marketing pushes, recently overhauling its global strategy.
Woolworths may reverse its position as Coke Zero becomes unavailable and if consumers demand it.
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