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Consumers will begin spotting Coca-Cola Life, which features a distinctive green label, on U.S. store shelves the week of Aug. 25, Coca-Cola said.
The reduced-calorie cola, sweetened with cane sugar and stevia, has already rolled out in Argentina, Chile and Great Britain. In the United States, it will initially be available in Fresh Market locations across Georgia, North Carolina, South Carolina and parts of Florida. Life will be available nationwide by October, the company said.
Coke plans to do heavy sampling of the new product, with more than 4,000 sampling events planned across the country. Life will also be promoted on Coca-Cola's digital network of electronic billboards. A Coca-Cola spokeswoman declined to share further details about the brand's marketing plans or any agency relationships.
"We ultimately want to be leaders in this emerging segment, and Life is our first effort to make this a reality," said Andy McMillin, VP-Coke trademark in North America, referring to consumers' desire for lower-calorie soft drinks.