Beverage giant Coca Cola has decided to test its new product through ecommerce grocery app Grofers. The company will be selling Sprite Zero to Grofers audience in order to check the response of the drink amongst its consumer. Earlier Coca Cola used select trade partners and outlets to test its new launches. The company will sell Sprite zero for a couple of days and then on the basis of these few sales the company will chalk out the next step forward to launch the product on a larger scale.
Sprite is the top selling aerated drink in India with a market share of 18%.The drink overtook Thumbs Up in 2013 and has maintained its top position in the recent years. Coca Cola as a company is facing stiff pressures in Indian and international market as people have started choosing healthier drinks as compared to aerated drinks. With a move to leverage E-Commerce the company is trying to recreate its image and brand in the youth.
In a statement issued by Coca Cola , the company’s marketing executive said “Coke will use the insights from on-demand sale on Grofers for Sprite Zero to identify and track consumer preferences and post purchase feedback.”
Sprite zero will be moderately priced at Rs 25 per 300 ml can and will be a low calorie variant of its mother product sprite. This is the second zero calorie launch from Coca Cola in the recent times . Last year company launched zero-sugar Coke Zero but the product is yet to take off in terms of popularity among the young Indian consumers.