Abstract Turkish and Kyrgyz investors linked up to introduce Coca-Cola to the ... It was 1996, and the first Coca-Cola production plant in the Kyrgyz Republic.
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Turkish Coca-Cola Leo Paul Dana
Nanyang Technological University, Singapore
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Keywords Growth, Brand awareness, Drinks industry, Kyrgyz Republic, Joint-ventures, Capitalism Abstract Turkish and Kyrgyz investors linked up to introduce Coca-Cola to the Kyrgyz Republic. However, the Kyrgyz people are very traditional, and the future of Coca-Cola, in this market, will be a function of marketing efforts.
Situational summary It was 1996, and the first Coca-Cola production plant in the Kyrgyz Republic was about to open. Prime Minister Apas Jumagulov was at the opening ceremony along with the Turkish and Kyrgyz joint-venture partners. ``CocaCola will be the best in our region, because of our mountain water'', announced Askar Akayev (the president of the republic) to the guests. In Kazakhstan, Coca-Cola contained 410 calories per litre, while that in Uzbekistan had 430 calories per litre. Also in the CIS, Coca-Cola Bottlers Chisinau S.R.L. reported that their Coca-Cola in the Republic of Moldova contained 1,800 kilojoules per litre, while Pepsi in Moldova had 445 calories per litre. Background Up to 1996, Coca-Cola for Kyrgyzstan had been produced by a Turkish firm, in Turkey, and transported from there. Cans of Coca-Cola, produced in the United Arab Emirates, were also available (see Table I). These retailed at the equivalent of about US65¢ per 300ml, considered high when compared to locally-produced carbonated beverages selling at US25¢ per 500ml bottle. The Coca-Cola plant in Bishkek was a turnkey operation built by Fintraco Insaat ve Taahhut A.S., an enterprise with its head office in Istanbul, and a branch in Almaty, the capital of Kazakhstan. Mr Ali Alpsan oversaw the construction, which involved 400 trucks, travelling 30 days each, to transport materials from Turkey. One driver was arrested (on heroin charges) along the way, and some components were flown in. The joint venture The agreement was that 60 per cent of the profits would be retained by Kyrgyz investors, while the Turkish investors would receive 30 per cent. The Coca-Cola Company was to receive the remaining 10 per cent.
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The operation It was decided that the Kyrgyz Coca-Cola operation be set up in Bishkek, the capital city, formerly known as Frunze. The plant was equipped with technologically up-to-date equipment allowing for computerised processes. Empty bottles would be provided from Turkey. Despite harsh customs and
Brand
Exporter
Ingredients
Coca-Cola
Al Ahlia-Gulf Line General trading Co. (Pvt) Ltd, P.O. Box 15339, Al Ain, United Arab Emirates Maksan A.S., Turkey
Carbonated water, sugar, caramel color, ortho-phosphoric acid, natural flavourings, caffeine Water, sugar, carbon dioxide, colour (caramel E150), phosphoric acid E338, Coca-Cola syrup, caffeine, 15g/l Carbonated water, sugar, caramel colour (E150), phosphoric acid, caffeine, natural flavourings
Coca-Cola Pepsi
Dubai Refreshments Company Ltd, Dubai
excise duties, sugar would be imported from The Netherlands, as this would be less costly than obtaining sugar from nearby Kara-Balta. According to the business plan, the Bishkek operation would product 25,000 bottles per hour. For the sake of comparison, a Tajik-American joint venture producing Pepsi in the Republic of Tajikistan had a production capacity of 6,000 bottles per hour. Although Coca-Cola was also being produced in Uzbekistan (by Coca-Cola Tashkent Company Ltd), and in Kazakhstan, the joint venture in Kyrgyzstan was planning to market its product through central Asia. Report from the Kyrgyz Republic The Kyrgyz Republic is one of the five countries of central Asia made independent from that which was then the Soviet Union in 1991. Independence allowed Uzbekistan to sway towards a return to Islam. In Tajikistan, independence resulted in civil war. In contrast, Kyrgyzstan proved itself right at the forefront of economic reform. Germany, Japan, The Netherlands, Switzerland, Turkey, the USA, the European Bank for Reconstruction and Development, the Economic Union, the International Monetary Fund (IMF) and the World Bank poured assistance into the new country. USAID sent refined vegetable oil while German buses arrived to replace older Soviet-built models. The paradox, however, is that the process resulted in economic polarisation. Although the oil received from USAID is labelled ``Not for sale'', it is sold at prices beyond the means of many, as are the new bus fares. While foreign investment was welcomed, creating jobs in the capital city, indigenous entrepreneurship was ignored and rural areas became poorer. In July 1995, the situation was aggravated for the traditional entrepreneurs of the country ± herdsmen ± as Parliament introduced a new tax on pasture land and another tax on land used to grow hay. Local custom Visitors to a traditional family in Kyrgyzstan must drink koumis (fermented mare's milk) upon each arrival and departure. Refusal of such hospitality is perceived as extremely offensive. (Similarly, a guest offered a sheep's head would insult a host by refusing to eat the eyeballs.) A slight difficulty with
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koumis, however, is that at elevations approaching 10,000 feet (over 3,000 metres) the alcohol content can have quite an impact. A brief history The area known now as Kyrgyzstan was historically a land upon which 40 Kirghiz tribes led nomadic lifestyles. Russians and Ukrainians moved in, and introduced sedentary agriculture. Repression of the indigenous people by Russia, during Czarist rule, prompted a Kirghiz rebellion in 1916. In November 1917, the Bolsheviks seized control. In 1924, a Soviet border commission began implementing a policy of divide and rule in central Asia, and the Kara-Kyrgyz autonomous region was formed, becoming the Kirghiz Soviet Socialist Republic in 1926. In 1928, the script of the Kirghiz language was changed from the Arabic alphabet to the Latin one. Collectivisation also began in 1928, and put an end to the traditional nomadic lifestyle of the Kirghiz, but resistance to collectivism was exceptionally strong, and many herdsmen slaughtered their sheep rather than transfer them to collective farms. In 1941, Cyrillic script was imposed on the Kirghiz Soviet Socialist Republic. In 1990, a law on ownership was introduced, followed by a law on enterprises in 1991. In August 1991, the Communist Party was outlawed. Independence was declared on August 31, 1991 and the Kirghiz nation adopted a new name for their country: Kyrgyzstan, officially known as the Kyrgyz Republic. In contrast to the Baltic states, which had known independence prior to Soviet rule, Kyrgyzstan had never before been its own country. In September 1991, The Economist suggested that central Asia could fall to Islamic fundamentalism. Instead, the Islamic Renaissance Party was outlawed in the Kyrgyz Republic. The Kirghiz are much less preoccupied with religion than are the Uzbeks. While bus passengers in neighbouring countries listen to passages of the Qu'ran, passengers on Japanese-made buses in Kyrgyzstan watch American movies on board. In December 1991, a legal document declared that, with the exception of the production of currency, drugs and weapons, entrepreneurial activity is open to all entrepreneurs in Kyrgyzstan, regardless of nationality. In 1992, prices were liberalised and monthly inflation reached 30-50 per cent. As part of an IMF anti-inflation scheme, a Kyrgyz currency was introduced on May 10, 1993. Known as the som, it allowed Kyrgyzstan to be the first of the central Asian republics to abandon the ruble. By mid-1993, inflation had been reduced to a monthly average of 17 per cent. The som established itself as one of the most stable, freely convertible currencies in the region. Unpublished sources (at the State Property Fund of the Kyrgyz Republic) claim that inflation fell from 1,360 per cent in 1993 to 87 per cent in 1994. Between 1994 and 1997, there were periods during which the som appreciated against the US dollar. Meanwhile, a bold privatisation scheme which had begun in spring 1993 led to the sale by auction of enterprises with fewer than 100 employees. Larger
ones were transformed into joint stock companies. In May 1993, a new Law on Foreign Investments introduced tax incentives. By 1994, there were 370 joint ventures in Kyrgyzstan, with Canadians providing the largest investment. In July 1994, 11 local entrepreneurs contributed US$5,000 each, and established the Kyrgyz stock exchange. It was the first privately-owned stock exchange in central Asia. Reform in the Kyrgyz Republic also encouraged the development of an elaborate banking infrastructure including several joint-venture operations, such as the German-Kyrgyz Orient Industrial Bank. Others include the Agroprom Bank, Commercial Bank Maksat, Hong Kong International Commercial Bank Henfen Ltd, Kyrgyzautobank, Kyrgyz-Swiss Joint Commercial Bank ``Adil'', and Mercury Bank Ltd. In 1995, the Bishkek Joint Stock City Bank was established. In 1996, it was offering an interest rate of 36 per cent on deposits. By 1996, most agricultural land had been privatised, but not grazing pasture. It was in May of that year that Coca-Cola established its joint-venture with a Turkish firm in Bishkek. Traditional enterprise Of the 198,500sq. km which comprise the Kyrgyz Republic, 86 per cent (about ten million hectares) are natural pastures. However, this primary natural resource, which has traditionally been the source of livelihood for herdsmen and livestock, has been given insufficient priority. In these rural areas where bears, snow leopards and wolves roam wild, traditional Kirghiz entrepreneurs set up remote yurt encampments. Known in Kirghiz as beauzi, a yurt is a round, portable home, made of felt on a wooden frame, and used by nomads of the region. Although Stalin's collectivisation ended traditional nomadic lifestyle, the herdsmen still ride on horseback, tending to their livestock much as their ancestors did centuries ago, and many herders still wear a white felt hat with either black or red trim. Animals and children drink side-by-side from mountain streams. Camels, cattle, goats, horses and sheep are raised for their milk, meat, fibres, skins and pelts; in addition, horses are useful to carry people while camels are good to transport heavier items such as a yurt in its entirety. Mare's milk is fermented into koumis. Horsemeat stays fresh only three days and therefore horses are slaughtered only for festive occasions. In addition to indigenous black sheep, the wool from which is good for making carpets, white sheep are also kept. The latter have a more valuable wool but the variety is less hardy. Also, white sheep tend to be helpless in the snow, but rely on goats to pave the way for them. Dogs are used to round up the animals. Trained eagles are used to hunt rabbits. All of the above are potentially a very valuable resource; however, this is not exploited to its full potential due to a lack of knowledge of nutrition, health care and breed improvement. Agriculture must no longer be viewed as a stagnant industry. It is affected not only by changing weather patterns and demographic shifts, but also by changing technology, government intervention, competition
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and market demands. Currently in the Kyrgyz Republic there is a problem of low productivity in the livestock sector. This can be traced to disease, lack of thrift, poor husbandry and underfeeding. Business today Of the 4.5 million people living in the Kyrgyz Republic, over 2.6 million live in the countryside. According to unpublished files of the State Commission on Foreign Investments and Economic Assistance (in Bishkek), farming employed 40 per cent of the population in 1996, and contributed over 40 per cent of the GNP. Rapid reform in the Kyrgyz Republic has accelerated the creation of new opportunities for urban entrepreneurship. This statement merits qualification, however, as the distribution of opportunities is very uneven. International aid and foreign investments have been arriving predominantly in the national capital, Bishkek. It is in this city that change is most noticeable. This, in turn, has prompted rapid urbanisation. An apartment in Bishkek which cost US$2,000 in 1993, was evaluated at $20,000 in 1996. It should be emphasised that despite economic growth, only a minority of entrepreneurs prospered as the gap between rich and poor widened. Each morning, the author watched elderly women line up to rummage through garbage containers. In another queue were a blind man, a pensioner and a retarded child each waiting their turn to beg from passers-by. It might be added, also, that foreigners attract swarms of dramatic beggars with seemingly countless offspring. Capitalism has ushered a variety of imports into the Kyrgyz Republic, and these too are especially visible in Bishkek. Not far from an individual selling carrots, cucumbers, potatoes and radishes laid out on a pavement, is a kiosk selling brandy from Greece, Spumante wine from Italy and sour cherry juice from Turkey. A small cafe nearby sells beer from the Czech Republic, chocolate from Russia, Coca-Cola from the United Arab Emirates, coffee and vermouth from Israel, orange juice from Latvia, pistachios from Italy, tea from the UK and wine from Germany. A neighbouring small business sells tomato ketchup imported from Bulgaria, chocolate from France, pineapple juice and vodka from Germany, beer from Israel, wine from Italy and cigarettes as well as spaghetti from the USA, all alongside local vodka. Very popular are Mitzli brand orange juice from Israel and Dana brand soap from Dubai. Larger stores sell refined vegetable oil from USAID, labelled ``Not to be sold or exchanged''. Between a newspaper stand and a watch repair kiosk is an individual selling books at an impromptu stall. Across the street is a table displaying sunglasses imported from China. Also available is shoe polish from China, chocolate from Peru and canned sardines from Thailand. Bazaars are typically open from 6 a.m. to 7 p.m. Smaller markets have no set hours.
Tourism People walking by are quick to complain that prices have generally become unrealistic since the advent of reform. In 1996, pensioners were receiving 180 som monthly (approximately US$15), and some months pensions did not arrive. This made it necessary to rely on offspring and/or other sources of income for subsistence. Where possible, families have a small vegetable garden and sometimes a cow along with a couple of sheep, not always practical when living in the city. Tourism is not yet developed in the Kyrgyz Republic. Not only does a visitor need a visa to enter the country, but there are also city visas. Furthermore, foreigners must, within 72 hours of arrival, register with an authority called OVIR. In addition to visa expenses, a registration fee is charged, but OVIR does not accept payment directly. Tourists must first pay at a bank, and then present a receipt to OVIR. Guests of larger, luxury hotels, however, are exempt from the above procedures. This, then, discriminates indirectly against smaller hotels, as foreigners sometimes prefer to avoid registration procedures. On the other hand, frequent muggings are reported outside the larger hotels which cater for foreigners. Consequently, tourists are advised to carry traveller's cheques; but cashing one usually entails a hefty commission ± typically 20 per cent. Threats The social structure of traditional, rural society had its own mechanisms for teaching traditional entrepreneurial values. Also, it had its own intrinsic social web. In contrast, life in the city does not. As individuals find it increasingly difficult to perpetuate traditional entrepreneurship in the pastures, many move to the city but none is prepared for city life. They are hoping to stumble upon prosperity, but it is more common to come across invalids and blind people appealing for mercy. Economic despair along with the boredom of unemployment leads some to join the many already involved in alcohol abuse. Another demography-related obstacle is an emerging problem concerning ethnic minorities. There appears to be a rise in the level of ethnic tension within the Kyrgyz Republic. Russians perceive themselves as being treated as secondclass citizens, while the Uzbeks (who are more traditional and who value cultural identity over economic reform) claim they are third-class citizens. This situation has resulted in unrest in the south of the Kyrgyz Republic. An escalation in civil strife may cause harm to economic development. A major concern is the exodus of Russians from the Kyrgyz Republic. In 1989, one out of four residents was Russian; by 1997, the Russian minority was reduced to one out of six. In the initial phases of modernisation, only a small number of individuals internalise the cognitive and normative themes intrinsic to a modern economy. In the case of Soviet Kirghizstan, it was the Russians who never integrated into rural society, but rather introduced industry to the region. More recently,
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nationalism and independence, followed by rapid reform, have resulted in a new country, where Kirghiz has replaced Russian as the official language and the Cyrillic alphabet has been phased out in favour of the Latin one. A minority in this new country, Russians have been feeling threatened and many have emigrated, taking with them their skills. Thus, although policy reform has become a reality, many people are waiting for something to happen. They become increasingly dependent on international aid for subsistence and on foreign firms for products. A major problem is that the shock policy which introduced rapid reform here has not taken into account the psychology of this mellow culture. Application question (1) In your role as consultant, prepare a detailed report for The Coca-Cola Company, with regard to marketing in the Kyrgyz Republic. Tables AI-AV provide further useful detail. Appendix Australia1 Austria2 Belgium3 Bolivia4 Botswana5 Bulgaria6 Canada7 Chile8 Cyprus9 Denmark10 England11 France12 Germany13 Greece14 Holland15 Hong Kong16 India17 Indonesia18 Israel19 Italy20 Jordan21
Table AI. Ingredients of Coca-Cola as listed in different environments
Kenya22 Mexico23 Moldova24 Mozambique25 Namibia26 The Netherlands27 Portugal28 Romania29
Carbonated water, sugar, colour (caramel), phosphoric acid, flavour, caffeine Water, sugar, carbonation, caramel colouring, stabiliser E338, flavour, caffeine Carbonated water, sugar, colour E150, food acid E338, natural flavours, caffeine Carbonated water, sugar, authorised colour, authorised acidulent, vegetable extracts Carbonated water, sugar, caramel, phosphoric acid, flavourants and caffeine Water, sugar 100g/litre, carbon dioxide, caramel, mineral acid, flavour, caffeine max. 0.15g/litre Carbonated water, sugar/glucose-fructose, caramel colour, phosphoric acid, natural flavours and caffeine Carbonated water, caramel colour, phosphoric acid, natural flavours, caffeine Carbonated water, sugar, caramel colour, food acid flavours, caffeine Water, sugar, carbonation, colour E150, stabiliser E338, flavour, caffeine Carbonated water, sugar, colour (caramel), phosphoric acid, flavourings, caffeine Carbonated water, sugar, colour E150, food acid E338, vegetable extracts, caffeine Water, sugar, carbonation, colour E150, mineral acid E338, natural flavour and caffeine Water, sugar, carbon dioxide, colouring E150, acidifier E338, flavour, Coca-Cola extract, caffeine up to 0.013 per cent Carbonated water, sugar, colouring (caramel), food acid (E338), smell and taste substance, caffeine Carbonated water, sugar, caramel colour, phosphoric acid, caffeine and other flavourings Carbonated water, sugar, permitted colour, phosphoric acid and added flavours Carbonated water, sugar, Coca-Cola concentrate Water, sugar, CO2, caramel, acidifier, flavours and caffeine Water, sugar CO2, caramel colour, phosphoric acid, natural flavours, caffeine Carbonated water, sugar, caramel colour, phosphoric acid, natural flavourings, caffeine Carbonated water, sugar, caramel colouring, phosphoric acid, flavouring and caffeine Carbonated water, sugar and concentrate Water, sugar, carbon dioxide, caramel, mineral acid, natural flavour, caffeine Carbonated water, sugar, caramel, phosphoric acid, caffeine, flavourings Carbonated water, sugar, caramel, phosphoric acid, flavourants and caffeine Carbonated water, sugar, colour (caramel), phosphoric acid, flavourings, caffeine Water, sugar, CO2, caramel colorant, acidulant E338, natural flavour, caffeine Water, sugar, carbon dioxide, caramel, mineral acid, flavour, caffeine (continued)
Singapore30 South Africa31 Sweden32 Switzerland33 Turkey34 Trinidad and Tobago35 United Arab Emirates36 United Kingdom37 USA38
Carbonated water, sugar, caramel colour, phosphoric acid, caffeine and other flavourings Carbonated water, sucrose, caramel, phosphoric acid, flavourants and caffeine Carbonated water, sugar colour E150, phosphoric acid, natural flavour, caffeine Water, sugar, carbonation, caramel colouring, mineral acid, caffeine, natural flavours Water, sugar, carbon dioxide, colour (caramel E150), phosphoric acid E338, Coca-Cola syrup, caffeine 15g/litre Carbonated water, sucrose, caramel colour, phosphoric acid, natural flavours, caffeine
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Carbonated water, sugar, caramel colour, ortho-phosphoric acid, natural flavours, caffeine Carbonated water, sugar, colour (caramel), phosphoric acid, flavourings, caffeine Carbonated water, high fructose corn syrup and/or sucrose, caramel colour, phosphoric acid, natural flavors, caffeine
Sources: 1. W.H. Marshall and Sons (Wauchope) Pty Ltd, Australia 2. Coca-Cola BesmbH, Vienna 1230, Austria. 3. Belcanning, Gent, Belgium. 4. Embotelladora Cotoca S.A., Santa Cruz, Bolivia. 5. Khalagadi Breweries Pty Ltd, Gaborone, Botswana. 6. The Coca-Cola Company, Atlanta, Georgia, USA. 7. Coca-Cola Ltd, Toronto, Ontario, Canada. 8. Embot, Williamston Balfour S.A., Temuco, Chile. 9. Lanitis Bros Limited, Nicosia, Cyprus. 10. Tappet AF A/S Dadeko, Denmark. 11. The Coca-Cola Export Corporation, London, UK W8 5SN. 12. Coca-Cola Beverages, rue Leblanc, Paris 15, France, 75015. 13. Coca-Cola GmbH, Essen, Germany. 14. The Coca-Cola Company, Atlanta, Georgia, USA. 15. Door Liko B.V., Bodegraven, Holland. 16. Swire Bottlers Ltd, 17-19 Yuen Shun Circuit, Shatin, N.T., Hong Kong. 17. Black Diamond Beverages Ltd, Calcutta 700088, India. 18. Pt. Tirtaline Bottling Company, Surabaya, Indonesia. 19. Central Bottling Company Ltd, 129 Cahanman St., Bnei-Brak, Israel. 20. The Coca-Cola Company, Atlanta, Georgia, USA. 21. Coca-Cola Bottling Company of Jordan, Madaba, Jordan. 22. The Coca-Cola Company, Atlanta, Georgia, USA. 23. Industria Envasadora de Queretaro S.A. de C.V., av. 5 de febrero, Queretaro, Mexico. 24. Asociata Vitanta Fabrica de Bere din Chisinau, Chisinau, Republic of Moldova. 25. Sosun S.A.R.L., PO Box 1441, Maputo, Mozambique. 26. Paradise Beverages (SWA) (Pty) Ltd, Windhoek, Namibia. 27. Liko B.V., Bodegraven, The Netherlands. 28. The Coca-Cola Company, Atlanta, Georgia, USA. 29. Coca-Cola Bottling Enterprises Bucharest Ltd, Bucharest, Romania. 30. Fraser and Neave (S) Pte Ltd, 457 Jalan Ahmad Ibrahim, Singapore 2263. 31. National Beverages Services (Pty) Ltd, Parktown, Republic of South Africa. 32. Ab Pripps, Sweden. 33. The Coca-Cola Company, Atlanta, Georgia, USA. 34. Maksan A.S., Turkey. 35. Canning's Limited, Churchill-Roosevelt Highway, Tunapuna, Trinidad. 36. Al Ahila-Gulf Line Trading Co. (Pvt) Ltd, PO Box 15339, Al Ain, U.A.E. 37. The Coca-Cola Export Corporation, London, UK W8 5SN. 38. The Coca-Cola Company, Atlanta, Georgia, USA.
Table AI.
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Table AII. Generic descriptions of Coca-Cola by market
Table AIII. Coca-Cola brands
Market
Description
Austria Belgium Bolivia Canada Chile Cyprus Denmark England Fiji France Germany Greece Holland India Jordan Latin America Mozambique Portugal South Africa United Arab Emirates USA Uzbekistan Yugoslavia
Caffeine soft drink Vegetable extract soft drink Elaborated beverage Cola Pleasure beverage Soft drink Refreshing drink Soft drink with vegetable extracts Compound beverage Vegetable extract soda Soft drink Refreshment Soft drink with vegetable extract Sweetened carbonated beverage Carbonated beverage Refreshing extract drink Refreshment Gasified vegetable extract refreshment Soft drink Carbonated beverage Cola Carbonated caffeine beverage Refreshing non-alcoholic drink with vegetable extract ± caramel colour; dry contents 10.3 per cent; carbon dioxide 7.5 grams per litre; phosphoric acid maximum 545mg per litre; caffeine maximum 130mg per litre; 18-month shelf life.
Source: compiled by author
Caffeine-free Coca-Cola Caffeine-free Coke Cherry Coke Coca-Cola Classic Coca-Cola Light Diet Coke Fanta Banana Fanta Grape Fanta Orange Fanta Pineapple Fanta Strawberry Fresca Guarana Hi-C Mello Yello Minute Maid Mr Pibb New Coke Ramblin' Sprite Sugar-free Mr Pibb Sugar-free Ramblin' Sugar-free Sprite Tab Thums Up
a variation of Coca-Cola without caffeine, very popular in France a variation of Coca-Cola without caffeine a cherry-flavoured variation, introduced in 1985 1985 name of the original Coca-Cola a sugarless cola launched in overseas markets a sugarless cola launched in US test markets during 1983 a banana-flavoured soda very popular in Indonesia a grape-flavoured soda available in selected world markets the third largest-selling drink in the world a pineapple-flavoured drink very popular in Indonesia a strawberry-flavoured drink very popular in Indonesia a sugarless citrus-flavoured drink introduced in 1966 South American energy drink non-carbonated beverages introduced in 1978 a lightly carbonated citrus-flavoured beverage introduced in 1979 non-carbonated juice a carbonated, spicy cherry-flavoured drink introduced in 1972 a sweeter version of Coke a root beer offered in selected USA markets a lemon-lime drink introduced in the USA in 1961 a sugarless variation of Mr Pibb a sugarless variety of Ramblin' a sugarless variety of Sprite the first sugarless cola introduced by The Coca-Cola Company in 1963 cola produced in India
Source: compiled by author
Market
Product
Generic description
Ingredients
Canada1
Diet Coke
Diet soda
Chile2
Cherry Coke
Fantasy beverage
Cyprus
Diet Coke
Low-calorie soft drink
Denmark4
Coca-Cola Light
Refreshing drink
England5
Diet Coke
France6
Coca-Cola Light
Low-calorie soft drink with vegetable extracts with sweetener Refreshing vegetable extract beverage
Israel7
Diet CocaCola
Sugar-free dietetic beverage
South Africa8
Diet Coke
Artificially sweetened soft drink
Sweden9
Coca-Cola Light
Refreshing drink
Switzerland10
Coca-Cola Light
Soft drink
USA11
Diet Coke
Diet cola
Carbonated water, caramel colour, aspartame, phosphoric acid, flavours, citric acid, sodium benzoate and caffeine Carbonated water, sugar, colour, caramel, flavours, phosphoric acid, caffeine Carbonated water, caramel colour, food acids, flavours, preservative, caffeine, aspartame, acesulfame-K. Water, carbonation, colour E150, aspartame, stabiliser E338, E330, flavour, preservative E211 and caffeine Carbonated water, colour (caramel E150d), sweetener (aspartame), phosphoric acid, flavourings, citric acid, preservative (E211) and caffeine Carbonated water, colouring: caramel, acidifiants, phosphoric and citric acids, artificial sweeteners, aspartame and acesulfame-K, vegetable extract, caffeine and preservative sodium benzoate Water, carbon dioxide, caramel, aspartame, acidifiers, flavours, preservatives and caffeine. Includes 10mg sodium and 170mg aspartame. Carbonated water, caramel, calcium cyclamate and acesulfame-K and aspartame non-nutritive sweeteners, phosphoric acid, flavourants, sodium benzoate preservative, citric acid and caffeine. Carbonated water, colour E150, aspartame, phosphoric acid, natural flavour, citric acid, preservative E211 and caffeine. Water, carbon dioxide, colouring (caramel) cyclamate, mineral acid, aspartame, caffeine and natural flavours Carbonated water, caramel colour, aspartame (Nutrasweet brand), phosphoric acid, potassium benzoate, natural flavours, citric acid, caffeine
3
Source: 1. Coca-Cola Ltd, Toronto, Ontario, Canada. 2. Embtellador del Sol S.A., Coquimbo, Chile. 3. Lanitis Bros Limited, Nicosia, Cyprus. 4. Tappet AF A/S Dadeko, Denmark. 5. Coca-Cola and Schweppes Beverages Limited, Uxbridge, Middlesex UB8 1EZ, UK. 6. Coca-Cola Beverages S.A., Paris 15, France. 7. Central Bottling Company Ltd, 129 Cahanman Street, Bnai Brak, Israel. 8. Amalgamated Beverage Canners (Pty) Ltd, 96 Mullet Street, Wadeville 1407, Republic of South Africa. 9. Ab Pripps, Sweden. 10. Coca-Cola Getranke A.G., Dietlikon, Switzerland. 11. The Coca-Cola Company, Atlanta, Georgia, USA.
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Table AIV. Ingredients of selected Coca-Cola products
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Protein
0.3 grams/litre
Carbohydrates
1.08 grams/litre
Sugar
nil
Phenylamine
0.25 grams/litre
Caffeine
98.6mg/litre
Phosphorus
73.9mg/litre
Potassium
36.0mg/litre
Sodium
25.0mg/litre
Calories
1
