CCE Set To Revamp Health Credentials of ‘Oasis’ To Drive Further Brand Growth

Wednesday, March 07, 2007

Coca-Cola Enterprises (CCE) announces the expansion of its core 'Oasis' range to provide a greater focus on consumption with food and a response to health and wellness concerns through the introduction of 'Oasis' Extra Light and a new reduced sugar formulation across the range from April 2007.

Today, Coca-Cola Enterprises (CCE) announces the expansion of its core 'Oasis' range to provide a greater focus on consumption with food and a response to health and wellness concerns through the introduction of 'Oasis' Extra Light and a new reduced sugar formulation across the range from April 2007.

'Oasis' is the fastest growing established soft drink brand in the UK at 27% CAGR[1] and with the expansion of the core range, this growth is set to extend even further.  It is also outstripping the volume growth of the Juice and Juice Drink sector (5%) three times over with a remarkable volume growth of 16%[2].

'Oasis' Extra Light has only 3kcal/100ml and will be available in Summer Fruits, Peach Passion and Power Berry. Positioned towards a female audience it will replace Fusion and other light ranges.

With 71%3 of 'Oasis' being consumed during lunch occasions, CCE will be introducing a 375ML lunchbox multipack for Grocery in 6x375ml PET.

To build on the brand's strong growth, CCE are dedicating £3.6 million support to marketing 'Oasis' in 2007. Nearly a third of this budget will be focused on promoting 'Oasis' with food. This will be done through food promotions, merchandising, sandwich stickers as well as press, radio and outdoor advertising in the busy summer period.

There will also be increased investment in TV and radio sponsorship, point of sale merchandising, in-store branding and raising awareness of the brand amongst women. This widespread marketing activity culminates in reaching 91% of the brand's target audience with 'Oasis' communication at least 26 times in 2007.

Anita Huntley, Head of Marketing for CCE comments:

"This expansion of 'Oasis' is being introduced to capitalise on the massive growth of what is already a successful brand and we are confident that reducing the sugar content will meet the needs of consumers wanting to reduce their sugar intake and demands for the same great taste. 'Oasis' is already a hugely popular brand and with this added support we hope to see improved sales that our customers will see the benefits from in 2007."

Notes to editors

Notes to Editors:
'Oasis' Extra Light 500ml PET will cost 89p
'Oasis' 375ml Lunchbox Multipack will cost £2.99.

Legal Lines:

'Oasis' is a registered trade mark of Atlantic Industries.

Sources

1. Sources: AC Nielsen (MAT to 10th Sept 2006) , TCCC Finance Department, Canadean Soft Drinks Report 2006 & TNS on the go database (Latest MAT penetration)
2.  AC Nielsen Total Coverage 52wks to 16 Dec 2006 vs Yr Ago

3. CCE internal sales data

For further information please contact:
Sasha Qadri on 07980 766011