COCA-COLA INJECTS 'NEW LIFE' INTO ITS PORTFOLIO OF BRANDS

NAIROBI, November 27, 2008 -  Coca-Cola East and Central Africa has today launched Schweppes® Novida, its first fruit flavoured light malt non-alcoholic beverage globally. Novida is a Portuguese word that means 'New Life.' (Nova - New, Vida - Life).

Offered in three flavours -- Pineapple, Apple and Tropical -- Novida is available in two packs: a 300 ml returnable glass bottles and in 250ml slim-line cans. It is primarily targeted at young adults who constitute the bulk of enthusiasts of non-alcoholic malt based drinks. Initially, the product will be offered in Nairobi with the brand targeting supermarkets, hotels, bars, restaurants and quick service eateries.

Speaking at the launch of the brand, Ms. Maserame Mouyeme, the Marketing Director for the Coca-Cola East and Central Africa, said that the introduction of Novida into the Kenyan market is part of a global strategic move to meet the ever-changing consumer demands and taste preferences. "Around the world, Coca-Cola is aware that consumer demands and tastes are constantly changing. We are alive to this fact and are dedicated to continuous innovation," she said.

According to research, malt beverages are established in some parts of the world but absent in others. Researchers say that Malt is a 22 million unit case category worth US$ 106 million in Africa and in Kenya alone, non-alcoholic malt based drinks represents 0.9% of the commercial beverage volume, which is equivalent to 3 million unit cases. This is an opportunity that the giant beverage company has seized and plans are underway to globalise in this category.

"Even with existing players, this remains a largely unexploited category," Ms. Mouyeme said. "We have made significant investment plans to support Novida to ensure we tap into the potential of this segment fully. This category is ripe for a new premium brand of a non-alcoholic malt based drink," she added.

Globally, Coca-Cola has defined itself as a total non-alcoholic beverage company and in Kenya, is represented in eight product categories in the beverage market namely -- sparkling beverages and their light variants (Coke, Fanta and Sprite light), mixers sold under the Schweppes brand, Dasani bottled water, Minute Maid and Five Alive fruit juices, Burn energy drink, Sunfill, a cordial and Chaywa coffee and tea brands that are consumed from dispenser machines.

Novida will be supported by a fully integrated marketing campaign that includes innovative print and electronic advertising, billboards, mall branding, point-of-purchase displays, interactive media via the web and mobile phones among others.

The brand is also set to launch its consumer sampling program tomorrow, Friday 28th November, and Saturday within Nairobi.

Notes to the Editor
The Coca-Cola Company is the world.s largest beverage company, refreshing consumers with more than 450 sparkling and still brands. Along with Coca-Cola®, recognized as the world's most valuable brand, the Company's portfolio includes 12 other billion dollar brands, including Diet Coke®, Fanta®, Sprite®, Coca-Cola Zero®, vitaminwater, POWERade®, Minute Maid® and Georgia® Coffee. Globally, we are the No. 1 provider of sparkling beverages, juices and juice drinks and ready-to-drink teas and coffees. Through the world's largest beverage distribution system, consumers in more than 200 countries enjoy the Company's beverages at a rate of 1.5 billion servings a day. With an enduring commitment to building sustainable communities, our Company is focused on initiatives that protect the environment, conserve resources and enhance the economic development of the communities where we operate. For more information about our Company, please visit our website at www.thecoca-colacompany.com.

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