Diet Coke

Diet Coke, Coca-Cola light or Light Taste Coca-Cola (in the Benelux and Germany) is a sugar-free and no-calorie soft drink produced and distributed by The Coca-Cola Company. It contains artificial sweeteners instead of sugar. Unveiled on July 8, 1982,[1] and introduced in the United States on August 9,[2] it was the first new brand since 1886 to use the Coca-Cola trademark. The product quickly overtook the company's existing diet cola, Tab, in sales.

Diet Coke

Type	Diet Cola
Manufacturer	The Coca-Cola Company
Country of origin	United States
Introduced	August 25, 1982 38 years ago
Color	Caramel
Variants	See below
Related products	Coca-Cola Coca-Cola C2 Coca-Cola Zero Tab Diet Pepsi Pepsi Max
Website	www.dietcoke.com/

The Coca-Cola light logo used outside the US, UK and Canada

History

A can of Diet Coke

When diet colas first entered the market beginning with Diet Rite, the Coca-Cola Company had a long-standing policy to not use the Coca-Cola name on any product other than the flagship cola, and so its diet cola was named Tab when it was released in 1963. Its rival Pepsi had no such qualms, and after the long-term success of its sugar-free Diet Pepsi (launched in 1964) became clear, Coca-Cola decided to launch a competing sugar-free brand under the Coca-Cola name, which could be marketed more easily than Tab, which it did in 1982.

Diet Coke does not use a modified form of the Coca-Cola recipe, but instead an entirely different formula based on the Tab formula. The controversial New Coke, introduced in 1985, used a version of the Diet Coke recipe that contained high fructose corn syrup and had a slightly different balance of ingredients. In 2005, the company introduced Coca-Cola Zero (renamed Coca-Cola Zero Sugar in 2017), a sugar-free formula more closely based on original Coca-Cola.

In 2005, under pressure from retailer Walmart (which was impressed with the popularity of Splenda sweetener), the company released a new formulation called "Diet Coke sweetened with Splenda".[3] Sucralose and acesulfame potassium replace aspartame in this version. Early sales were weaker than anticipated; however, Coca-Cola did little advertising for the brand, investing money and advertising in Coca-Cola Zero instead. By late 2009, some distributors had stopped supplying Diet Coke sweetened with Splenda.

In 2018, in an effort to be more appealing to millennials, Diet Coke was packaged in a taller, more slender can (of the same volume) and introduced four new flavors.[4]

Sales

Diet Coke and Diet Pepsi have capitalized on the markets of people who require low sugar regimens, such as diabetics and people concerned with calorie intake. In the UK, a 330 ml can of Diet Coke contains around 1.3 kilocalories (5 kilojoules) compared to 142 kilocalories (595 kJ) for a regular can of Coca-Cola.

Sweeteners

Diet Coke was sweetened with aspartame, an artificial sweetener, after the sweetener became available in the United States in 1983.[5] Early on, to save money, this was also originally in a blend with saccharin. After Diet Rite cola advertised its 100 percent use of aspartame, and the manufacturer of NutraSweet (then G. D. Searle & Company) warned that the NutraSweet trademark would not be made available to a blend of sweeteners, Coca-Cola switched the formula to 100 percent aspartame. Diet Coke from fountain dispensers still contains some saccharin to extend shelf life.[6]

According to the Coca-Cola Company, "[t]he sweetener blend used for Diet Coke/Coca-Cola Light is formulated for each country based on consumer preference."[7] In countries in which cyclamates are not banned (as they were in the US in 1970[8][9]), Diet Coke or Coca-Cola Light may be sweetened with a blend containing aspartame, cyclamates, and acesulfame potassium.

Brand portfolio

Name	Launched	Discontinued	Notes
Diet Coke	1982		The first version of Coca-Cola without sugar
Caffeine-Free Diet Coke	1983		Diet Coke without the Caffeine. It was the first extension of the Diet Coke formula
Diet Cherry Coke/Diet Coke Cherry	1986		Diet Coke with a Cherry flavor. Available in US and United Kingdom (as of 2007). Discontinued in Australia and Israel. A newer version of the drink was released in mid-January 2018, known as Diet Coke Feisty Cherry. The original flavor was still available for a limited time via Amazon.com during the time of the new flavor rollout,[10] but has since been discontinued, along with Diet Coke Lime. It still currently remains available from Coca-Cola Freestyle machines.
Diet Coke with Lemon	2001	2005 in US	Diet Coke with a Lemon flavor. Available in Austria, Belgium, Brazil, Canada, Germany, Hong Kong, Japan,[11] The Netherlands, South Africa, Spain, Israel, and the United States. The version sold in mainland Europe uses the Coca-Cola light brand. Was available for a time in Australia. Only available in the United States from Coca-Cola Freestyle machines.
Diet Vanilla Coke/Diet Coke Vanilla	2002	2005 in US	Diet Coke with a Vanilla flavor. Available in Hong Kong, New Zealand (only 300mL and 600mL), Australia, Belgium, Canada. Only available in the United States from Coca-Cola Freestyle machines.
Diet Coke with Lime/Diet Coke Lime	2004	2018	Diet Coke with a Lime flavor. Available in the US, the UK, Ireland, Finland, Canada. Was available for a time in Australia. A newer version of the drink was released in mid-January 2018, known as Diet Coke Ginger Lime. The original flavor was still available for a limited time via Amazon, Amazon Fresh, and Peapod during the time of the new flavor rollout,[10] but has since been discontinued, along with Diet Coke Cherry.
Diet Coke Raspberry	June 1, 2005	End of 2005	Diet Coke with a Raspberry flavor. Only Available in New Zealand and the United States from Coca-Cola Freestyle machines.
Diet Coke Sweetened with Splenda	2005		A version that is sweetened with Splenda. Diet Coke with Splenda contains 2.83 mgs of caffeine per fluid ounce. The drink contains acesulfame potassium and sucralose; aspartame was used previously as sweetener.
Diet Coke Black Cherry Vanilla	2006	2007	Diet Coke with a combination of Black Cherry and Vanilla flavors. Only available in US
Coca-Cola Light Sango	2005		Coca-Cola Light with a Blood Orange flavor. Only available in Belgium, France and Luxembourg. A similar drink was introduced to the United States and Canada in 2018, known as Diet Coke Zesty Blood Orange.
Diet Coke with Citrus Zest	2007		Diet Coke with a lemon and lime flavor. Only available in the United Kingdom.
Diet Coke Plus	2007	2011	Diet Coke with a combination of vitamins and minerals. Available in many European countries, US and Brazil
Diet Coke Feisty Cherry	2018		Diet Coke with a "spicy" cherry flavor. Available in the UK, US and Canada, replacing the former Diet Coke with Cherry flavor.
Diet Coke Ginger Lime	2018		Diet Coke with a combination of Ginger and Lime flavors. Available in the UK, US and Canada, replacing the former Diet Coke with Lime flavor.
Diet Coke Twisted Mango	2018		Diet Coke with a Mango flavor. Available in the UK (as Exotic Mango), US and Canada.
Diet Coke Zesty Blood Orange	2018		Diet Coke with a Blood Orange flavor, similar to Coca-Cola Light Sango. Available in the UK, US and Canada.
Diet Coke Ginger Lemon	2018		Diet Coke with a combination of Ginger and Lemon flavors. Exclusively sold in the United States from Coca-Cola Freestyle machines.
Diet Coke Strawberry Guava	2019		Diet Coke with a Psidium cattleyanum flavor. Available in the United States.
Diet Coke Blueberry Acai	2019		Diet Coke with an Açaí Blueberry flavor. Available in the United States.
Diet Coke Twisted Strawberry	2019		Diet Coke with a Strawberry flavor. Available in the United Kingdom.

Product timeline

• 1982 – Diet Coke is introduced, becoming the largest-selling low-calorie soft drink in America.
• 1983 – Diet Coke is introduced in the UK.
• 1986 – Diet Cherry Coke is introduced in American markets.
• 1994 – Diet Coke changes logo.
• 1999 – Diet Cherry Coke changes logo.
• 2001 – Diet Coke with Lemon is introduced.
• 2002 – Diet Vanilla Coke is introduced.
  • Diet Coke and Diet Cherry Coke change logo.
• 2004 – Diet Coke with Lime is introduced.
  • Diet Coke with Lemon changes logo.
• 2005 – Coca-Cola Zero is introduced, largest product launch by Coca-Cola in 22 years.
• 2005 – Diet Coke sweetened with Splenda is introduced.
  • Diet Cherry Coke and Diet Vanilla Coke change logos and are renamed.
• 2006 – Diet Coke Black Cherry Vanilla is introduced.
  • Diet Coke with Lemon and Diet Coke Vanilla are discontinued.
• 2007 – Diet Coke Plus is introduced.[12][13]
  • Diet Coke Black Cherry Vanilla is discontinued.
  • Diet Coke and its six flavors changes logo.
• 2011 – Diet Coke surpasses Pepsi in sales for the first time to become the second most popular soda in the United States after Coca-Cola.[14]
• 2013 – In the UK, Coca-Cola swapped the logo on Coca-Cola, Diet Coke and Coke Zero bottles and cans in the UK with 150 of Britain's most popular names for a summer-long "Share a Coke" campaign.[15][16]
• 2014 – In the US Coca-Cola swapped the logo on Coca-Cola, Diet Coke and Coke Zero bottles and cans in the US with 150 of America's most popular names for a summer-long "Share a Coke" campaign
• 2014 – Diet Coke invites consumers to 'Get A Taste' of the good life. This campaign asks the question "what if life tasted this good?". Television commercials debuted September 24. The first commercial take place on an airplane when a woman is surrounded by crying babies but takes a sip of Diet Coke and opens her eyes into a speak-easy party.
• 2017 – Coca-Cola Zero Sugar is reformulated, first tested in UK (June, 2016).
• 2018 – On January 22, Diet Coke introduced Ginger Lime, Feisty Cherry, Zesty Blood Orange and Twisted Mango flavors in a skinny can, targeting millennials.[17]
• 2019 – Diet Coke added two new flavors, Blueberry Acai and Strawberry Guava to their "Because I Can" Campaign line.[18]

Advertising slogans

• "Just for the taste of it!" (US 1982,[19] 1986, 1995, 2000, 2009, 2014)
• "The one of a kind" (US 1984)[20]
• "Taste it all!" (US 1993)[20]
• "This Is Refreshment" (US 1994)[21]
• "You are what you drink" (US 1998)[22]
• "Live Your Life" (US 2001)[23]
• "Do what feels good" (US 2002)[24]
• "Must be a Diet Coke thing" (US 2004)[25]
• "Life is how you take it" (US 2005)[26]
• "Light it up!" (US 2006)[27]
• "Yours" (US 2007)[28]
• "Enjoyment" (US 2007)
• "What life should be like." (US 2008)
• "Open Happiness" (Worldwide 2009–Present)[29]
• "Hello You..." (UK 2009)[30]
• "I light it" (Spain 2010)[31]
• "Stay Extraordinary" (US 2010–2014)[32]
• "Love it heavy" (UK 2010)
• "You're On" (US 2014)[33]
• "Get a Taste." (US 2014–2018)[19]
• "Because I can." (US 2018–present)[34]

Debate over health issues

Further information: Aspartame controversy

The most commonly distributed version of Diet Coke (and the majority of beverages that contain artificial sweeteners) relies on aspartame, which has been suggested to pose health concerns.[35][36] Aspartame is one of the most intensively scrutinized food additives.

Coca-Cola has now released Diet Coke sweetened with sucralose (under the brand name Splenda), although it is not as common.

The sodium benzoate was found to break down mitochondrial DNA in living yeast cells.[37] Research published in 2007 for the British government's Food Standards Agency suggests that sodium benzoate (E211) is linked to hyperactive behavior and decreased intelligence in children.[38] In January 2008 sodium benzoate was removed from production lines for Diet Coke sold in the UK, however it remains in other Coke products and other production locations.[39]

See also

• Diet Coke and Mentos eruption

References

1. "Diet Coke introduced". Wilmington Morning Star. North Carolina. Associated Press. July 9, 1982. p. 6B.
2. "See First Use in Commerce, Trademark Application, US Patent & Trademark Office Archived April 29, 2017, at the Wayback Machine."
3. "Diet Coke Sweetened with Splenda Archived January 11, 2010, at the Wayback Machine." The Coca-Cola Company. 2009. Web. February 9, 2010.
4. Klara, Robert (January 10, 2018). "Can Diet Coke's New Skinny, Rainbow-Colored Cans Attract the Millennials It Covets?". AdWeek. Archived from the original on February 18, 2018. Retrieved February 17, 2018.
5. "Coke Beginning Aspartame Use". New York Times. August 18, 1983. p. D4.
6. Ordoñez, Franco (March 3, 2005). "Suit Alleges Deceit in Fountain Diet Cola Drinks". Boston Globe. Archived from the original on October 7, 2008. Retrieved August 26, 2008.
7. "FAQs". The Coca-Cola Company. Archived from the original on February 10, 2014. Retrieved March 23, 2017.
8. "Archived copy". Archived from the original on March 6, 2013. Retrieved March 4, 2013.CS1 maint: archived copy as title (link)
9. Newton, David E (January 1, 2009). Food Chemistry. pp. 73–77. ISBN 978-1-4381-0975-6.
10. "You've Got Questions, We've Got Answers: Diet Coke Relaunch FAQ". Archived from the original on April 24, 2018. Retrieved March 15, 2018.
11. "Archived copy". Archived from the original on July 24, 2016. Retrieved July 25, 2016.CS1 maint: archived copy as title (link)
12. "The Diet Coke Story Archived July 21, 2009, at the Wayback Machine." Diet Coke. *2010 – The Coca-Cola Company, Web. January 29, 2010.
13. "Cola Marketing History Archived January 25, 2010, at the Wayback Machine." Solar Navigator. 2008. Max Energy Limited, Web. January 29, 2010.
14. "Top-10 CSD Companies and Brands for 2010" (PDF). John Sicher, Editor & Publisher, Beverage Digest Company L.L.C. Archived from the original (PDF) on June 10, 2011. Retrieved July 8, 2011.
15. "Coca‑Cola Bottles History". London, UK: Coca-Cola GB. 2013. Archived from the original on May 15, 2013. Retrieved May 28, 2013.
16. "Share a Coke: Is your name on the list?". The Belfast Telegraph. Belfast, UK: Independent News & Media. May 27, 2013. Retrieved May 28, 2013.
17. Meyer, Zlati (January 10, 2018). "Big changes coming to Diet Coke with 4 new flavors". USA Today. Retrieved January 11, 2018.
18. "Diet Coke Unveils New Flavors and Marketing as Brand Refresh Enters Second Year".
19. Schultz., E.J. (January 10, 2018). "Diet Coke Gets a New Look, Adds Flavors In Move to Overcome Slump". Ad Age. Archived from the original on April 30, 2018. Retrieved August 2, 2018.
20. Paul, Larry R. (2005). Made in the Twentieth Century: A Guide to Contemporary Collectibles. Scarecrow Press. ISBN 978-0-8108-4563-3. Archived from the original on August 3, 2018. Retrieved August 2, 2018.
21. Elliott, Stuart. "Advertising; Coke Adds Life to Its Diet Coke Ads". Archived from the original on March 8, 2016. Retrieved August 2, 2018.
22. Sunset, Bali (May 29, 2008). "YOU ARE WHAT YOU DRINK CAMPAIGN". Marketing Campaign Case Studies. Archived from the original on August 3, 2018. Retrieved August 2, 2018.
23. Pendergrast, Mark (2013). For God, Country, and Coca-Cola. Basic Books. ISBN 978-0-465-04699-7. Retrieved August 2, 2018.
24. "COKE UNVEILS NEW SLOGAN, ADS FOR OLYMPICS". Retrieved August 2, 2018.
25. "Mannequins in compromising positions in Diet Coke ad". Retrieved August 2, 2018.
26. "Customer Be-aware report". CiteSeerX 10.1.1.460.7853. Cite journal requires |journal= (help)
27. "Diet Coke: Light It Up – Print (image) – Creativity Online". Creativity Online. Archived from the original on November 3, 2017. Retrieved August 2, 2018.
28. "Dear Oscar, Got Glitter? Yours, Diet Coke". Archived from the original on August 17, 2014. Retrieved August 2, 2018.
29. "Coca-Cola Animated Short Reveals the Secrets to Happiness". The Coca-Cola Company. Archived from the original on December 19, 2017. Retrieved August 2, 2018.
30. Box, Mr G's Media (May 26, 2010). "Chorlton Media Box: Coke Zero and Diet Coke print ads". Chorlton Media Box. Archived from the original on August 3, 2018. Retrieved August 2, 2018.
31. "I light it". thisisnotadvertising.wordpress.com. Archived from the original on February 16, 2014. Retrieved August 2, 2018.
32. "TIFF: Diet Coke launches an 'extraordinary' look". strategy online.ca. September 7, 2011. Archived from the original on June 1, 2015. Retrieved August 2, 2018.
33. "Is Diet Coke Dabbling in Drug References in Its Ads?". Adweek – Breaking News in Advertising, Media and Technology. March 4, 2014. Archived from the original on January 2, 2018. Retrieved August 2, 2018.
34. Ellison, Jo (April 4, 2018). "How Diet Coke opened a can of correctness — and went flat". Financial Times. Archived from the original on May 27, 2018. Retrieved August 2, 2018.
35. Nettleton, Jennifer A.; Lutsey, Pamela L.; Wang, Youfa; Lima, João A.; Michos, Erin D.; Jacobs, David R. (April 1, 2009). "Diet Soda Intake and Risk of Incident Metabolic Syndrome and Type 2 Diabetes in the Multi-Ethnic Study of Atherosclerosis (MESA)". Diabetes Care. 32 (4): 688–694. doi:10.2337/dc08-1799. ISSN 0149-5992. PMC 2660468. PMID 19151203. Archived from the original on December 2, 2016. Retrieved December 1, 2016.
36. Maher, T J; Wurtman, R J (November 1, 1987). "Possible neurologic effects of aspartame, a widely used food additive". Environmental Health Perspectives. 75: 53–57. doi:10.1289/ehp.877553. ISSN 0091-6765. PMC 1474447. PMID 3319565.
37. Hickman, Martin. "Caution: Some soft drinks may seriously harm your health Archived October 7, 2017, at the Wayback Machine." November 15, 2011. web.
38. Posch, Linda. "Food Additives, Hyperactivity & Autism Spectrum Disorders (ASD) Archived January 31, 2009, at the Wayback Machine." Leif Grunseth. October 17, 2007. Web. February 9, 2010.
39. Crowley, Laura (May 27, 2008). "Sodium benzoate removed from Diet Coke". Archived from the original on August 2, 2010. Retrieved May 28, 2010.

External links

• Official website