TOP STORY: BRALIRWA taps market with ‘sugar free’ Coca Cola

Coke Zero is now available in the modern black 33cl cans, in selected outlets at a recommended price of Rfw 500 per can, according to officials BRALIRWA Rwanda’s only beverage and brewery company has launched a Coca Cola ‘sugar free’ brand that is also commonly known as ‘Coke Zero.’ ’Coke Zero’, a product brand owned by the United States based Coca-Cola Company, comes to Rwanda at a time when many consumers are yearning for Coke products that have less sugar. In addition, the launch of the sugar free drink also comes after growing concern that sugary soft drinks are contributing greatly to health concerns. It is basically a soft drink with real coke taste, with no sugar. The sugars are replaced by artificial sweeteners that deliver the famous refreshing sweet taste without carolies. Sugar is a class of edible crystalline substances, mainly sucrose, lactose and fructose. Human taste buds interpret its flavor as sweet. However excessive consumption of sugar has been associated with increased incidences of diabetes, obesity and tooth decay. Alexander Koch the Commercial Director of BRALIRWA said that, “Coca cola zero is exactly what young adults told us they wanted. This is the real taste, zero calories and a new brand they can call their own.” According to BRALIRWA officials ‘Coke Zero’ can now be found in many of Kigali’s supermarkets including SIMBA and NAKUMATT in the city and at Kisementi in one of the city’s suburbs. The company had initially announced that, ‘Coke Zero’ would be imported from South Africa but later opted for Egypt. In the United States, where the drink was first introduced, it was reported that ‘Coke Zero’ is marketed as having zero calories—hence the Zero in the product’s name, but in other countries. Speaking to The New Times, Anita Mugwaneza, Communications Executive of BRALIRWA said that besides Coke Zero, the company has also introduced Coca cola regular, Fanta Orange, and the Sprite 33cl cans which are available in selected outlets at a recommended retail price of Rfw 450 per can. “Coca cola zero is available in the modern black 33cl cans, in selected channels at recommended price of Rfw 500 per can,” Anita Mugwaneza, added. BRALIRWA also manufacturers Mutzig, Primus, Guinness and Amstel beers. The company, which is also the overall winner for creating backward and forward linkages, employs about 35,000 people, among which 1,000 are directly employed. The company also contributed about 13 per cent, (Rwf33 billion) of its revenues to the national coffers last year and also announced an investment of a whooping Rwf34 billion this year. The new product, ‘Coke Zero’ has some common ingredients like carbonated water, color, acesulfame potassium, aspartame, caffeine 6, phosphoric acid, phosphoric acid, sodium benzoate, sodium citrate and flavor. Internationally Coca-Cola’s sugar-free drinks are set to overtake regular Coke sales for the first time. In Great Britain for example shoppers guzzle more Diet Coke and Coke Zero than the original drink. The Coca-Cola Company is the world’s largest beverage company. Along with Coca-Cola, reaffirmed recently as the world’s most valuable brand by various market analysts, the company markets four of the world’s top five soft drink brands, including Diet Coke, Fanta and Sprite. Ends

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TOP STORY: BRALIRWA taps market with ‘sugar free’ Coca Cola