PT AJE Indonesia, the company behind Big Cola in Indonesia, has launched Cielo, a sugar- and calorie-free sparkling soft drink.
Positioned as a “fresh soda”, Cielo plays on permissibility with zero sugar, zero calories and a high vitamin C claim. The proposition could help broaden the appeal of carbonated soft drinks in Indonesia, where the category competes with water and other everyday refreshment choices.
Available in lychee and white peach flavours, Cielo combines familiar fruit flavours with a lighter positioning that could encourage consumers to consider carbonated drinks for more regular refreshment occasions. A similar Cielo range is also available in Thailand, where it comes in three flavours including the apple flavour.
