Sugar-free Cola-Mix drinks on the rise: New format for DEIT Cola-Mix
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DEIT, Germany's first sugar-free fruit lemonade, is expanding its range and launching DEIT Cola-Mix in a 0.75-liter non-returnable PET bottle. The launch complements the existing range and is another building block to strengthen the brand for the future. In 2024, DEIT exceeded the 100 million liter sales mark for the first time in the company's history.
The cola mix segment is growing - and sugar-free variants are the driving force behind this development. DEIT, a pioneer in the sugar-free soft drinks segment, is therefore further expanding its range.
Until now, DEIT Cola-Mix has been available in the 1.0-liter returnable bottle. To better cater to different consumption occasions, DEIT brand owner DrinkStar is now launching the popular variety in a 0.75-liter non-returnable PET bottle. The compact format is the perfect choice for anyone who wants to enjoy their Cola Mix refreshment even more flexibly. The practical 0.75-liter bottle is handy, easy to carry and ideal for on the go, in the office or at home.
The launch will be accompanied by a social media campaign to appeal to new, younger target groups in particular. The aim is to create additional buying impulses and strengthen the brand presence.
Like all DEIT products, the Cola Mix variety is sugar-free and also contains six vitamins and natural mineral water. It has an unmistakable recipe that combines the fruity taste of oranges, a hint of lemon and cola flavor.
Since 1965, DEIT has stood for sugar-free refreshment with a full fruit flavor like no other lemonade. DEIT reached a historic milestone in 2024: DEIT passed the 100 million liter sales mark for the first time.1 This consolidates DEIT's position as the undisputed number 3 in the overall lemonade market.2 DEIT is available in a wide variety of container types, with the focus on returnable packaging, which accounts for 90% of sales. Five renowned license partners fill DEIT in returnable bottles: aquaRömer, Glashäger, Höllensprudel, Kondrauer and Vilsa.
The growing demand shows that consumers are increasingly turning to sugar-free alternatives. The megatrend towards a more conscious, sugar-reduced diet is continuing, especially among younger people. DEIT has succeeded in inspiring new target groups for the brand alongside its loyal regular customers - not least through modern communication. The current brand campaign under the motto “Relax, it's DEIT” has been on TV and online since 2024. It conveys DEIT's value proposition - super fruity and sugar-free - in a modern, relaxed way.
