Woolworths has announced it won't be stocking Coca-Cola's new product, Coca-Cola No Sugar.
Coca-Cola launched the product last month as an eventual replacement for Coke Zero, but it won't be on Woolworths' shelves for now with the company confirming to Fairfax Media that the product would not be stocked initially.
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Coke's latest sugar-free drink
Coca-Cola introduces No Sugar, the latest offering in the company's sugar alternative drinks.
"We have taken the decision to not range this product at this time," a Woolworths spokesman told Fairfax Media on Thursday morning.
"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."
The spokesman said in a statement that the supermarket giant continues to stock Coca-Cola Zero nationwide.
It is understood that Woolworths has not had strong demand from customers to stock the new product at the same time as Coke Zero is still proving popular.
Competition for shelf space is intense for beverages at the same time as customers are looking for more variety in bottled water.
That situation is likely to be monitored as the new product is rolled out elsewhere and the date for Coke Zero's demise - which the manufacturer has announced - approaches.
Coles is already selling the product and is also involved in Coke's 2 million can giveaway associated with the launch.
The drink is also available at the likes of 7-Eleven and Hungry Jack's. Early sales figures have not been released.
Coca-Cola, which says the new cola is the "closest we have ever come to the classic taste" of its signature product, is handing out 2 million free samples around the country over the next eight weeks and has launched a free-to-air advertising campaign with the slogan "Say yes".
It is Coca-Cola's biggest product launch since Zero in 2006 and it is seen as crucial to arresting a slide in the sales of soft drinks, as customers veer towards bottled water and other healthier options.
"We're entirely confident that Coca-Cola No Sugar will be a huge success," a company spokeswoman said, pointing to research that the new drink appealed to customers.
"Taste tests show Coca-Cola No Sugar is actually preferred by Coca-Cola Classic drinkers to Coke Zero, and equally liked by Coke Zero drinkers," she said.
"We're currently giving away more than 2 million free samples of Coca-Cola No Sugar, and we've had great feedback so far."
The spokeswoman said the product would be on "thousands" of shelves in other supermarkets and convenience stores.
"So it will be everywhere in the market, in order to meet demand."
Coca-Cola Zero will be phased out next year.
BusinessDay