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Coca-Cola teams up with Grofers to begin pilot testing of Sprite Zero in India

Published 23 November 2015

Soft drinks giant Coca-Cola has initiated testing of its Sprite Zero brand in Indian market on online mobile app Grofers, marking the beverage maker’s first testing of new brands on ecommerce platform.

coca-cola sprite zero

Until now, Coca-Cola has always test marketed its products through a few select stores. Sprite Zero, however, will be sold exclusively through Grofers for a period of 15 days. During the period, Grofers will pick the product from Coca-Cola and deliver it to the customers who placed an order on the mobile app, The Economic Times reported.

The pilot test entails getting consumer feedback on the product's taste and price. Depending on the response, the company will work on any required changes to take it further.

A Coca-Cola executive was quoted by the publication as saying: "Coke will use the insights from on-demand sale on Grofers for Sprite Zero to identify and track consumer preferences and postpurchase feedback."

The executive also told the publication that Coca-Cola will test the low-calorie variety of Sprite in 300ml cans for a retail price of Rs 25.

Separately, as a part of its cost-saving move the soft drinks company is reducing the size of its conventional 12-ounce can to 7.5-ounce mini-can. Sales of the carbonated drinks giant have been on the downslide lately and the company has increased marketing budget and has also introduced a few low calories drinks in order to re-capture its slipping share, Buzz Feed reported.

Last week at a conference, Coca-Cola North America president Sandy Douglas was quoted by Buzz Feed as saying: "Maybe the most important element in terms of our sparkling [carbonated beverage] portfolio has been the significant and strategic re-architecture of our packaging mix." He said that the company is reinventing its soda business with the new sized mini cans.

The mini-sized cans have been available since 2007, but are a new offering by the US-based fizzy drinks maker. The company has also announced the availability of 8.5-ounce aluminum bottles in the lineup. It has also announced miniature sized alternatives to the 20-ounce plastic bottles that are usually available in convenience stores, Buzz Feed reported.

With the smaller quantity of offerings, the company is catching up with the latest trend of consumers drinking lesser amounts of soda and preferring healthier alternatives.


Image: Coke to test its low calorie drink in India. Photo: Courtesy of THE COCA-COLA COMPANY.