The Fresh Market, Coca-Cola’s exclusive retail partner for the U.S. introduction of low-calorie and naturally sweetened Coca-Cola Life, began selling the sugar and stevia-sweetened soda Monday, according to an Atlanta Journal-Constitution report.

“As a specialty grocer with a focus on providing fresh, high-quality products, we believe our shoppers will enjoy this great-tasting, lower-calorie cola sweetened from natural origins,” said Karen Stout, vice president of non-perishables and private label at The Fresh Market.

Coca-Cola Life can only be purchased at select The Fresh Market stores in Georgia, Florida, North Carolina and South Carolina, through mid-October, according to the retailer.

A map on The Fresh Market's website shows shoppers where they can purchase Coke Life.

 

Coke is taking a slow and steady approach to the rollout of the 60-calorie per 8-oz. glass bottle soft drink, according to a Coke blog post.

Coke is intentionally taking a measured approach to Coca-Cola Life’s U.S. debut. Consumers will have the chance to discover the new beverage through more than 4,000 sampling opportunities nationwide, and the brand’s distinctive green label and visual identity will stand out in store displays and the Coca-Cola Digital Network of electronic billboards.

“We ultimately want to be leaders in this emerging segment, and Coca-Cola Life is our first effort to make this a reality,” explains Andy McMillin, vice president, Coca-Cola brands, Coca-Cola North America. “For consumers looking for a reduced-calorie soft drink sweetened with cane sugar and stevia leaf extract, this is a great-tasting option.”

 

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