Coca-Cola is getting rid of Coke Zero, starting in Australia.
The U.S.-based soft drink giant is retiring its zero calorie drink and launched a new "no-sugar" variant down under called Coca-Cola No Sugar. AdNews reports the soda will replace Coke Zero and the company claims it tastes even more like original Coke.
The "best tasting no sugar Coca-Cola we've ever made" will officially launch in Australia next week with a black color design similar to Coke Zero, which will be gradually phased out. A website already features the new tagline "Say Yes to No Sugar."
Roberto Mercade, president of Coca-Cola in Australia, told The Age that the decision came after its parent company learned just one in two soda drinkers knew Coke Zero was free of sugar.
Coke Zero launched globally in 2005, marketing primarily towards men while women skewed more towards Diet Coke. British and Australian users even dubbed Coke Zero "Bloke Coke." The Coca-Cola Company later introduced other Coke Zero flavors, as well as adding the "Zero" brand to Sprite, Fanta and other drinks around the world.
It's unclear when Coke Zero will be officially retired and when the U.S. might see similar changes.
"We will let consumers determine that," Mercade told The Age.
Australia is one of the first countries chosen for Coca-Cola No Zero, which is launching with free samples and promotional tie-ins with music app Shazam.
Mercade said original Coke still accounts for 70 percent of overall Coca-Cola sales, so the most important aspect of the new formula was taste. The artificial sweetener used is aspartame, similar to Diet Coke and Coke Zero, but the recipe is different.
"The taste experts at Coca-Cola HQ in the US have been quietly blending the flavours of this exciting new recipe for more than five years," the brand's website says.
According to AdNews, the change comes as more consumers have opposed sugary drinks and Coca-Cola's global sales have declined. Profits fell 55 percent in the most recent financial report released in February.