Too much sugar isn’t good for anyone. By evolving our portfolio and packaging, we’re helping consumers manage the amount of sugar they consume, and make more informed choices about their diets.

Our Strategy

alternatives that help us keep the tastes people love but with less sugar and fewer calories. At the same time we’re expanding our portfolio to include many other types of drink like teas and coffees, juices and purified water. Beyond evolving our portfolio, we’re making it easier for consumers to cut down on sugar in other ways. For example, we’re making smaller pack sizes more readily available. We’re shifting our marketing spend to make people more aware of our low and no sugar options, while continuing to ensure we never advertise to children under 12. Finally, we’re helping people make informed choices through clearer front-of-pack nutritional labelling.

We support the current recommendation by the World Health Organisation (WHO) that people should limit their intake of added sugar to no more than 10% of their total calorie consumption.

Our Action on Drinks helps us to support UN Sustainable Development Goal 3 – Good Health and Wellbeing.

Consumer tastes are changing. As the world becomes more aware of the health impacts of consuming too much sugar, people increasingly want to reduce the amount of sugar in their diets. This change is part of a wider shift in consumer habits. Today, people are looking for a broader variety of drink options to fit a greater range of moods and moments. As consumer lifestyles evolve, our regulatory environment is changing too. Following the recommendations of health authorities, governments are introducing regulations designed to control the level of sugar in drinks products, including taxes on drinks containing sugar above a certain level. Working with The Coca-Cola Company (TCCC) and other franchisors, we’re evolving our business in line with these changes. Our long-term strategy is to be a total beverage company, providing a greater choice of drinks products – including many more drinks with low or no sugar.

As part of this approach, we’re rethinking many of our recipes to reduce sugar across many of our brands. We’re bringing to market new sugar 

Our 2025 Commitments

Sugar Reduction

We’ll reduce the sugar in our soft drinks by 10% between 2015 and 2020, and that’s in addition to the 5% reduction achieved in the previous 5 years.

Low and no calorie drinks

We’ll aim for 50% of our sales to come from low or no calorie drinks.


We’ll continuously evolve our recipes and portfolio to offer a greater choice of drinks.

Product Information

We’ll make it easier for consumers to cut down on sugar with straightforward product information and smaller pack sizes.


No Marketing to Children

We’ll make sure we don’t advertise to children under 12 and that our sales and marketing practices evolve in line with external expectations.

Our 2018 Progress

  • reduction in average sugar per litre in our soft drinks portfolio since 2015. This represents a reduction of 15.8% since 2010.

  • of the products we sold in 2018 were low or no calorie.

  • tonnes of sugar removed from our drinks since 2010 as a result of innovation and reformulation of our drinks.

Product Portfolio

Our Actions

Reducing sugar

What are you doing to reduce sugar in your soft drinks?

Working with The Coca-Cola Company and other franchisors, we are reducing the amount of sugar in our drinks by altering our recipes, offering a wider choice and greater promotion of no and low calorie options.

Through our membership of the European soft drinks industry association UNESDA, we made a commitment to reduce our average sugar content per litre of product by 10% between 2015 and 2020, on top of the 5% reduction already achieved. By the end of 2018, we had achieved a reduction of 11.1%. This represents a reduction of 15.8% since 2015 – equivalent to 160,000 tonnes of sugar – thereby meeting our target two years ahead of schedule.

In 2019, we will continue our work on portfolio innovation and reformulation, and to increase availability and visibility of smaller pack sizes. We will also continue to increase our investment in marketing to raise consumer awareness of our range of low or no sugar options. We remain focused on our actions to meet our commitment to reach 50% of our sales coming from low or no calorie products through the introduction of innovative low and zero sugar drinks, reformulation, small pack size acceleration and increased marketing investment to raise consumer awareness of our wide range of low or no sugar choices. In 2018, 45% of the products we sold were low and no calorie.

In 2018, we launched 70 product reformulations to reduce sugar and calories, mainly in France, Great Britain, the Netherlands and Spain.

In total since 2010, we have introduced 435 low and no calorie drinks in the market and 186 products had their recipes changed to reduce sugar. 

Offering more choice

What progress have you made in offering more no and low calorie options?

In line with our strategy to be a total beverage company, we’re evolving our portfolio to offer consumers a greater choice of drinks, including low and no calorie soft drinks, waters, teas and juices. With The Coca-Cola Company, and other franchisors, we have introduced 435 new low or no calorie products to our portfolio since 2010, and 186 products had their recipes changed to reduce sugar since 2010.

In 2018, these included several new zero sugar options, including Monster Ultra, new Fanta flavours, new Diet Coke and Coca-Cola zero sugar flavours. 2018 also saw the launch of Fuze Tea, our popular ready-to-drink tea brands, with great taste and low sugar.

Our commitment is that 50% of our total sales will come from low or no calorie drinks by 2025. We are already close to reaching this target. In 2018, 45% of our sales came from low and no calorie drinks, compared to 37% in 2017. In Belgium, Great Britain and Spain we have already met our target of 50%.

Do you offer any organic products?

Together with The Coca-Cola Company and other franchisors, we have broadened our range of organic drinks with 30 new organic product launches in 2018. Our Honest Tea, Honest Coffee, ViO BiO, and Capri-Sun Bio are the organic options we offer consumers. By the end of 2018 we had 52 organic drinks in our portfolio, making up 0.3% of our total sales volume.

Do you use ingredients that are genetically modified or derived from genetically modified organisms?

Coca-Cola European Partners (CCEP) does not use ingredients that are genetically modified or derived from genetically modified organisms in any of the countries in which we operate. We insist that our suppliers adhere to the same standards and demand suitably verified certificates of compliance with EU regulations 1829/2003 and 1830/2003 on genetically modified food and feed, and traceability and labelling respectively. CCEP follows The Coca-Cola Company's policy on Nanotechnology - see The Coca-Cola Company's FAQs under Products & Packaging.

Making it easier to cut down on sugar

How are you helping consumers make informed choices about their drinks?

To help consumers make an informed choice about their drinks we’re committed to providing clear, easy-to-understand nutritional information on all of our packaging, including information about sugar and calorie content. 

In 2009, we were one of the first companies to voluntarily introduce Guideline Daily Amount (GDA) labelling on all of our packaging. Apart from waters, which do not require GDA labelling, 98% of our products carry GDA labelling. The remaining 2% of our portfolio that do not use GDA labelling are the drinks of our brand partner Monster Energy, which chooses not to put this labelling on the front of packs. This means it is aligned with other energy drink brands. We have included front-of-pack Reference Intake (RI) information on 98% of our packaging since 2013.

In 2014, we joined the UK government’s voluntary colour-coded, front-of-pack nutrition labelling scheme. In 2018, we began trialling this type of colour-coded labelling in Belgium, France, Luxembourg and the Netherlands. The European Commission is currently looking into developing a single, consistent nutritional labelling scheme across Europe, and we hope these trials will make a positive contribution to this process.

Where it is not possible to provide front-of-pack labelling (for example, on returnable glass bottles in some countries), we make this information available on our websites or by other easily accessible means.

What progress have you made in offering smaller pack sizes?

Smaller packs can help consumers control their calorie and sugar intake. We are committed to making smaller and more convenient pack sizes more readily available. Today, 5% of our sparkling soft drinks are sold in packs of 250ml or less and we’re looking to increase this figure significantly by 2025.

In 2018, we launched new Sprite and Coca-Cola Light flavours in 250ml cans in Belgium, France, the Netherlands and Sweden. Also in Belgium we launched 250ml PET mini-bottles for Fanta known as Fanta Balls. We will introduce these in other countries in 2019.

Responsible marketing

How do you ensure that you market your drinks responsibly?

Our Responsible Sales and Marketing Guidelines provide guidance for our sales teams on how our products should be marketed. For example, we give advice about how to collaborate with customers to develop meal and snack promotions that showcase healthier food choices and smaller portion sizes. We aim to make our no and low-calorie beverages most prominent in our meal deal or snack promotions.

What are your policies around marketing to children?

We have a long-standing policy not to advertise or market any of our products to children under the age of 12. While we can’t control everything every child sees, we are working with The Coca-Cola Company to proactively push the industry to advertise responsibly. We do not place advertising in media where the audience is under 12 years old, and do not design our marketing communications in a way that directly appeals to children under 12. We also participate in audits by external organisations that monitor our advertising to demonstrate compliance.

Through UNESDA, the European soft drinks industry association, we are committed not to advertise in printed media, on websites or during broadcast programmes aimed specifically at children. We do not undertake promotional activities aimed at under-12s and we never provide free samples to this age group unless an adult or carer is present. 

We play a proactive role in leading local industry coalitions to strengthen our actions, with a particular focus on the rapidly evolving digital and social media environment and school policies. For example, in September 2017, together with UNESDA we announced a new commitment to stop selling soft drinks with added sugar in secondary schools across Europe.

What are you doing to promote responsible consumption of alcohol?

Most of the products in our portfolio are non-alcoholic. However, in two of the countries where we operate, we do produce or distribute alcoholic drinks such as beer, wine and spirits. Together, these make up 0.2% of the volume of our portfolio.

In Iceland, our Akureyri facility near the Arctic Circle produces its own Viking brand of beer, as well as brewing other beers under licence. We also act as the distributor for premium spirit brands including Glenrothes, Highland Park, Macallan, The Famous Grouse, Disaronno and Buss Spirits in Belgium and Luxembourg. In each of these countries, we respect the local code of practice for the responsible marketing and promotion of alcoholic drinks. This includes providing messages on responsible drinking, and marketing products only through channels aimed at adults over local legal purchase age.

We know that our non-alcoholic drinks are often consumed on social occasions where alcohol is involved and that they can be mixed with alcoholic beverages. We have issued guidelines to our sales teams to ensure that any association of our products with alcohol is communicated in a way that encourages moderate and responsible drinking, and which complies with all relevant laws, regulations and industry codes on the marketing and sale of alcohol.

We also promote our drinks as a non-alcoholic alternative. For 10 years, Coca-Cola Great Britain has run its Designated Driver campaign which rewards people who volunteer to do the driving over the festive period, and help friends and family get home safely. We offer designated drivers a free second soft drink when they buy a Coca-Cola, Appletiser or Schweppes drink at participating pubs and restaurants. 

Our Stories

Honest Tea

Fuze Tea

Nine territories

Launched in early 2018 in nine countries across Europe, Fuze Tea has become one of our fastest-growing new drinks brands. Blending tea extracts with fruit and herb flavours, Fuze Tea is low in calories and comes in four flavours, along with seasonal variants. With the launch of Fuze Tea and other products, we’re expanding our portfolio to align with changing consumer tastes, offering new, unexpected flavours and a wider choice of low and no calorie options.

From April 2019, Fuze Tea will carry the Rainforest Alliance Certified™ ‘green frog’ seal, confirming that the tea has been sourced sustainably from Rainforest Alliance Certified™ farms.


Colour-coded labelling trials

Belgium, France, the Netherlands

To help consumers make informed choices about the drinks they enjoy, we’re committed to providing clear, accessible colour-coded, front-of-pack nutrition labelling information on the front of our packs. Since 2014, we have voluntarily supported a colour-coded, front-of-pack nutrition labelling scheme in the Great Britain and Ireland. Building on the existing reference intake (RI) scheme familiar across Europe, the scheme adds red, amber and green colour coding to provide easy-to-understand nutritional information at a glance.

From the end of 2018, we began to trial colour-coded, front-of-pack nutrition labelling on our sparkling soft drinks in Belgium, France and the Netherlands. Our hope is that this will eventually lead to a single, harmonised labelling system for the whole of Europe. The EU is currently assessing options for developing such a scheme, and we will share our learnings from the trials to inform this process.

Capri Sonne

Preparing for the soft drinks tax

Great Britain

In April 2018, a new soft drinks tax came into effect in the UK. The tax is applied to soft drinks containing added sugar above a certain threshold. 18p per litre is added to soft drinks containing 5 to 8g of added sugar per 100ml, and 24p per litre to soft drinks containing more sugar than this.

As part of our long-term strategy, we have been reducing sugar across our portfolio, as well as introducing many more low and no sugar drinks. 66% of our sales in Great Britain were low or no calorie in 2018.

We’ve taken steps to prepare customers and consumers for the introduction of the tax. To protect shoppers from additional costs, we have changed our marketing strategy to focus on low and no sugar options.  We’re also giving retailers guidance on how to support this strategy through our Coke Customer Hub and other materials.

Picture: Coca-Cola Great Britain Soft Drink Tax portfolio advert


Sugar-free product launches


For our home channel in Norway, we introduce new drinks during three launch windows per year. For the second year in a row, all new sparkling soft drinks products launched during the September launch window were completely sugar free. These were Coca-Cola zero sugar Raspberry, Urge Chill Guarana, Fanta Zero Strawberry-Kiwi and Sprite Zero Cranberry (all available in 0.5 litre bottles).

Between 2015 and 2018, Norway has reduced the amount of sugar per litre in soft drinks by 10.8%.This reduction is in line with a wider trend among consumers in Norway, who are increasingly looking for low and no sugar drinks options as well as a broader choice of drinks types.

Coke Lemon

Coca-Cola zero sugar Lemon


As part of our commitment to offer consumers more of the low and zero calorie options they want, we launched Coca-Cola zero sugar Lemon in Sweden in 2018. The successful launch won the Product of the Year award from Reitan convenience, one of our main customers in the away-from-home channel.

Since 2010, we have reduced our average Kcal/litre across the whole portfolio by 20.6%. As a result, we reached our external commitment two years ahead of schedule and remain focused on providing a wide choice of low and no calorie drinks.