Copa de Excelência
Oct. 3, 2024
Andina Chile is the Bottler with the highest mix of Non-Sugar transactions in the entire LATAM community
During the last meeting point of the Excellence Cup, Andina Chile's head of flavor marketing presented the success story of Coca-Cola Andina Chile's Non-Sugar Growth.
The Non-Sugar Mix within Sparkling Drinks, in YTD 2024, represents 31% of soft drink sales and, with a growth of 3% compared to the previous year, is one of the brands that has recorded constant growth over the years in this operation.
Over the years, they have worked with various legal initiatives to encourage the consumption of sugar-free products, for example, in 2016, with the Labeling Law (warning of products with high sugar content and others).
Currently, Andina Chile has a 29% sugar-free mix (+1% compared to last year), leading Latin America and, compared to last year, is not only growing in terms of mix, but also in volume, transactions, SOV and coverage.
In 2024, two new sugar-free formats were launched: the 473ml can (keeping the same price as the 350ml format that was running with the Marvel's Hero campaign) and the 1.25L Pet (entry format for the traditional channel).
At the end of the presentation, the team detailed some of the next steps to maintain these execution levels, which include accelerating Trial and increasing the consumer base by capturing younger consumers, strengthening the market with Multipacks with several options and supporting the execution of Coca-Cola Original always hand in hand with Coca-Cola Non-Sugar.
It is central to highlight that Andina Chile's objective and ambition is that where every customer has an Original Coca-Cola, there is also a Coca-Cola Non-Sugar. This led them to carry out all the strategies mentioned above, such as launching new formats, promoting sugar-free returnable products, offering new promotions for consumers and carrying out major activations in mass events and universities to attract new consumer profiles.
