prite Zero could be the soft drink for those who find diet colas a little hard - or bland - to swallow. The diet lime-lemon drink that Coke launched last month marks the start of a new genre of low-calorie carbonated soft drinks (CSD) in the Indian market. "Sprite Zero is the first light brand which has been rolled out in the flavours segment in India," proclaims Vikas Gupta, vice president, marketing, Coca-Cola India.

Available in 600 ml and 200 ml bottles priced at Rs 20 and Rs 10 respectively, Sprite Zero is targeted at SEC A and B segment consumers. The primary target markets are the metros and A-category towns because diet drinks do relatively better here. "The diet category has not seen much action of late. The idea behind launching Zero was to bring in an element of excitement to this category," adds Gupta. The national roll-out for Zero is expected to be completed by mid-August.... more