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[BRANDS]#ACTIVATION: COCA-COLA LAUNCHES ‘COKE-GINGER’ IN AUSTRALIA AMIDST MIXED REACTIONS.

Few days after the Coke Company launched Coca-Cola lime in Romania, Coke has launched the new limited-edition “world first” ginger flavoured beverage to their soft drink stable.

The new fizzy drink, which basically tastes like Coke mixed with ginger beer , hopes to spur sales during summer — after the marketing team at Coca-Cola South Pacific revealed ginger was “particularly popular” during the warmer months of the year in Australia.

Amidst the sugar war, the move hopes to win back the thirst of Aussies who have turned their back on the brand, instead reaching for bottled water or lower calorie options to quench their thirst.

The Coke Ginger bottle is rather distinct, with premium gold used throughout the labels and bottle caps to highlight the exclusivity of the product as well as differentiate it from the core Coke range.
The new Coke is only a temporary addition to their summer line-up — with Ginger starring as the first new “flavour” in more than a decade since the launch of Vanilla Coke.

It received mixed reviews from brand analysts in Australia, with some feeling the flavour was a little “underwhelming” or even “non-existent”.

To check out how much ginger  was actually being put into each bottle —analysts checked out the ingredient label; and were left a little surprised.

As pictured above, ginger isn’t actually listed as an ingredient on the label.

Coca-Cola has been famous for not giving way the secret formula of ingredients in their drinks.

But a quick check of labels on other ginger drinks, like say, Bundaberg Ginger Beer, show ginger root listed as an ingredient.

Brand news sources tried to contact Coca-Cola Amatil for comment, but met a brickwall.

“A statement of ingredients is not required to list an ingredient of a flavouring substance, unless specified.

“In regard to the naming of a food, the Code (Standard 1.2.2) requires a name or description of the food sufficient to indicate the true nature of the food. There are also requirements to declare the proportion of characterising ingredients and components in a food (i.e. ingredients or components mentioned in the name of the food, or emphasised on the label in words, pictures or graphics), however, an ingredient or category of ingredients that is used in small amounts to flavour the food is not captured by this requirement.”

However, according to the Food Standards of Australia and New Zealand, packaging of this nature doesn’t actually need to specify what flavouring goes into a bottle of soft drink. The Code requires flavouring substances to be declared in the statement of ingredients by using the word ‘flavouring’ or ‘flavour’, or a more specific name or description of the flavouring substance,” a statement given to brand reporters.

HOW OTHER GINGER DRINKS LABEL THEIR INGREDIENTS:
BUNDABERG GINGER BEER

Carbonated water, cane sugar, ginger root, natural flavours, acid (citric acid), yeast, preservatives (202, 211), antioxidant (asccorbic acid).

BUNDABERG DIET GINGER BEER

Carbonated water, ginger root , cane sugar, natural flavours, yeast, acids (citric acid, malic acid), preservatives (211, 223), sweeteners (951, 950, 955), antioxidant (ascorbic acid), stabilisers (412, 415). Contains Phenylalanine.

SCHWEPPES GINGER BEER

Carbonated Water, Sugar, Flavourings Including Ginger Root Extract, Citric Acid, Acidity Regulator (Sodium Citrate), Preservative (Sodium Benzoate), Stabilisers (Modified Starch, Glycerol Esters of Wood Rosin), Sweetener (Sodium Saccharin).

©thebrandradio 2016. All rights reserved.

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