$TFM,...New Coca-Cola soda aims for tough mid-calorie segment
Coca-Cola Life made its U.S. and Mexico debut this week in a limited roll-out.
The company is using The Fresh Market (TFM -0.7%) selling channel to test U.S. response to the stevia-sweetened soda drink, while a broader launch in Mexico is underway.
By the numbers: Coca-Cola Life contains 60 calories per 8-ounce can vs. 93 calories for regular Coke.
What to watch: The new drink is an attempt by Coca-Cola to create a mid-calorie segment splash which has been a losing proposition for beverage industry peers in the past. Execs think a different marketing spin will take Coca-Cola Life over the top
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