PRESS RELEASE

Coca-Cola Zero is now being launched, a sugar-free soft drink specially developed for men. This is the biggest launch in Sweden and in the world for the Coca-Cola Company since the introduction of Coca-Cola Light "Diet Coke" 24 years ago.

The goal is to get Swedish men to increase their consumption of sugar-free soft drinks, which is low in an international comparison. The need for a sugar-free soft drink for men has been further accelerated by the intensified health debate and by the fact that today it is mainly girls who pick Coca-Cola diet and other diet products from the store shelves.

- We see that there is still a very large growth potential within the Swedish soft drinks market. This is partly due to the fact that diet consumption is low in an international comparison and that most diet products are marketed towards women, which has led to the loss of men in Sweden. With zero, we will grow above all by getting men to start drinking sugar-free soft drinks, says Göran Holm, CEO of Coca-Cola Drycker Sverige AB.

The consumption of sugar-free soft drinks has grown by 70% since 2001. Today we drink 12 liters of light soft drinks per person, which corresponds to approximately 1/5 of the total soft drinks consumption in Sweden. In an international comparison, this is relatively little. In e.g. Norway drinks 39 liters and in England 40 liters of diet soda, which corresponds to just over 1/3 of the total consumption in each country.

Young men in particular have a lower consumption of light soft drinks and this is where Coca-Cola sees the prospective consumers of Coca-Cola Zero.

A survey of 1,000 respondents conducted in January this year shows that the majority of guys who don't like diet soda cite the taste as the reason. Because Coca-Cola Zero tastes like classic Coca-Cola but without calories, Coca-Cola Zero fulfills the desires that exist.

Internationally, Zero has also had success. In Australia, for example, over half the population has tried Zero, and the product has thus achieved the greatest impact ever among consumers.

Even in Sweden, taste tests show that men are satisfied with Coca-Cola zero, two out of three say they will buy zero after tasting it.

- With Coca-Cola zero, we get a trilogy of cola drinks that cover a larger part of the market. Ordinary Coca-Cola Regular is marketed towards everyone, Coca-Cola light will go more towards women and Zero towards men, says Göran Holm.

Coca-Cola Zero is available in 200 cl, 150 cl, 50 cl and 33 cl glass bottles and cans. Coca-Cola Zero is commercially available from 2 April 2007.

Contents Coca-Cola Zero:

Carbonated water, coloring (E150d), acidity regulators (E338, E331), sweeteners (aspartame, acesulfame K), flavors (incl. caffeine), preservatives (E211). Contains a source of phenylalanine.

Nutritional value per 100 ml:

Energy: 1.4 kJ/0.3 kcal

Protein: 0g

Carbohydrate: 0 g (of which sugars 0 g)

Fat: 0 g (of which saturated fat 0 g)

Dietary fiber: 0 g

Sodium: 0 g

Market shares* % Item TCCC Carlsberg Spendrups PepsiCo Soft drinks total 44.1 9.2 12.7 8.7 Carbonated soft drinks** 42.4 Carbonated diet soda 50.3 Market share* % Cola segment - Coca-Cola reg. market leader, Light no.2 Coca-Cola Regular 48.7 Coca-Cola Light 12.9 Market share* % Light segment - Coca-Cola Light market leader Coca-Cola Light 31.6 * Source: ACNielsen Scanning, DVH+Gas stations, Rolling full year up to and including Feb -07, Market share in volume ** Not light.

Coca-Cola AB

Coca-Cola AB is responsible for the marketing of some of the world's best-known brands of non-alcoholic beverages on the Swedish market. The brands in our Swedish product portfolio are Coca-Cola®, Fanta®, Sprite®, MER®, Bonaqua®, Powerade®, fuzetea®, glacéau Smartwater® and Royal Bliss®. In Jordbro outside Stockholm, Coca-Cola Europacific Partners Sverige AB produces approximately 1.4 million liters of beverage every day. All Coca-Cola in Sweden's PET bottles consist of 100 percent recycled plastic and are recyclable. For further information please visit coca-cola.se.

Source: Coca-Cola Sverige

Addition: Coca-Cola Zero was initially launched in white cans and bottles. The first Coca-Cola Zero with black design was debuted in New Zealand.

Video: Coke sues Coke Zero for Infringement (funny commercial)