Coca-Cola South Africa expands beverage portfolio with launch of Charged
Coca-Cola expands its beverage lineup with Charged in South Africa as it agrees to revise ‘100% recycled’ bottle labels.
SOUTH AFRICA – Coca-Cola South Africa has introduced Charged, a sparkling strawberry-flavoured, caffeinated beverage, aimed at energising consumers with a bold and refreshing taste.
The launch follows the product’s earlier success in India, Nepal, and Vietnam and marks a new addition to The Coca-Cola Company’s South African beverage portfolio.
Charged features a distinctive formulation that blends a strong strawberry flavour with Coca-Cola’s signature fizz. The drink is designed to deliver a revitalising experience for consumers seeking a flavourful energy boost.
“We are excited to bring Charged to South Africa, offering a refreshing new way for consumers to get the fuel they need to maximize each day,” said Natasha Chetty, Emerging Categories Senior Director at Coca‑Cola Africa.
Chetty noted that the launch underlines Coca-Cola’s commitment to innovation and to meeting the evolving preferences and lifestyles of its consumers.
The beverage is presented in vibrant 500ml cans, with packaging that features a dynamic thunderbolt design to reflect the brand’s energetic appeal and to ensure shelf visibility.
Charged is now available at major retail outlets across South Africa.
Coca-Cola to amend recycling labelling
In parallel with the product launch, Coca-Cola is also addressing regulatory concerns about its environmental marketing claims.
The company has agreed to amend its ‘100% recycled’ and ‘100% recyclable’ labelling on plastic bottles following a legal complaint filed by the European Consumer Organisation (BEUC) and other advocacy groups.
The complaint, lodged with the European Commission and Consumer Protection Cooperation Network in late 2023, argued that Coca-Cola’s claims were potentially misleading.
It was asserted that the claims did not accurately reflect all components of the bottles, such as caps, adhesives, inks, and colourants, which are not always recyclable or made from recycled materials.
In response, Coca-Cola has voluntarily entered into dialogue with the CPC and committed to updating its packaging and promotional materials.
BEUC director general Agustín Reyna welcomed the decision but warned that unless disclaimers are clearly visible, the ‘100%’ claim could still mislead consumers and undermine sustainability efforts.
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