As the soft drinks industry continues receiving criticism from public health advocates, Coca-Cola announced it would launch four new flavors of its popular Diet Coke aiming directly at the Millennials.
The no-calorie soft drink will soon be available in Feisty Cherry, Ginger Lime, Twisted Mango and Zesty Blood Orange, announced the company on Wednesday.
The flavors will begin hitting store shelves across the U.S. late this month in new 12-ounce skinny cans.
The group director of Diet Coke for North America Rafael Acevedo said that Millennials are thirstier now for adventure and new experiences and Coke wants to be right alongside them.
The company is contemporizing the brand and the portfolio through new flavors and sleek packaging that appeal to new audiences. The soft drink giant also announced that its original Diet Coke would remain unchanged.
The process of developing the four new flavors of Diet Coke took two years and included over 10,000 interviews followed by narrowing the choices down from over 30 flavors read a prepared statement released by Coca-Cola.
Inspiration was taken by the company from the affinity of the Millennials for big flavors in the foods and beverages they like the most.
The move comes while the big soda companies are being criticized for their contribution to the unhealthy diets of American and the rising rate of obesity.
Increasing numbers of municipalities across the nation are implementing soda taxes on all sugary beverages.
In addition, in 2016 carbonated soft drinks were unseated by bottled water as the favorite drink of Americans for just the first time, according to an industry trade group. U.S. consumers purchased over 12.8 billion gallons of bottled water compared to 12.4 billion gallons of soft drinks.
According to Coca-Cola fans of the company’s lime and cherry existing Diet Coke flavors will still be able to find them online.
The website for Diet Coke said the company wanted to take their familiar flavors and give them a big shake. They wanted the consumer to take their first sip and love the flavor calling the new flavors a tasty twist and bolder than the older ones.
Diet Coke was launched back in 1982 and is available now in over 110 markets worldwide. The four new Diet Coke flavors will be introduced in February across Canada.
In trading on Wednesday, shares of Coca-Cola were off 18 cents in early trading following the announcement.