The Strength of Our 24/7 Portfolio Lies in Quality Choices

THE BEVERAGE MARKET HAS NEVER BEEN MORE DYNAMIC – CONSUMERS EXPECT MORE CHOICE, GREATER CONVENIENCE WHEN IT COMES TO CONSUMPTION, AND A DIVERSE BEVERAGE PORTFOLIO. WITH AN INCREASINGLY FAST-PACED LIFESTYLE, BRANDS ENGAGE IN ACTIVE MONITORING AND PLANNING ACCORDING TO THEIR NEEDS – WHETHER IT IS ABOUT PRACTICAL PACKAGING OR A REFRESHING TASTE, AVAILABLE AT ANY TIME OF DAY. COCA-COLA HBC SERBIA, WITH THE STRENGTH OF ITS 24/7 PORTFOLIO, OFFERS A WIDE VARIETY OF HIGH-QUALITY CHOICES IN THE MARKET, BRINGING INNOVATION TO BOTH CARBONATED AND NON-CARBONATED SOFT DRINKS, AVAILABLE IN VARIOUS PACKAGING.

Ivana Ankić, Marketing Director, shares in her interview with InStore how the company is developing a portfolio that brings refreshment both in terms of tradition and innovation – from the retro charm of Coke Cherry, through the summer vibes of Coke Lime, to the energetic novelties of the Monster line and functional sugar-free drinks.

Since the beginning of 2025, you have introduced a significant number of innovations. How would you describe them, and which market needs were key to their development?

This has been an exciting year for us in terms of innovation. In the first half of the year, we managed to launch as many as 10 innovations in 18 different packaging formats. As a leader in the non-alcoholic beverages category, we constantly strive to better understand the needs of today’s consumers and offer a variety of options for every occasion. This year, we introduced several innovations to the market, such as Coca-Cola Lime, grape-flavored Fanta, and Schweppes Purple. At the same time, the demand for sugar-free products is continuously growing year after year, and we are proud that our portfolio is evolving in that direction. In addition to the fact that our leading brands – Coca-Cola, Fanta, and Schweppes – offer sugar-free variants that are performing very well, we also offer now Powerade Zero for athletes and physically active consumers. Furthermore, in the energy drink segment, we have added two sugar-free Monster drinks. Consumers can now also enjoy the refreshing new flavor of Joy and Joy Lemonade — both available in sugar-free versions. Speaking of packaging innovations, we are excited that Fuzetea is now also available in cans, ideal for those looking for quick refreshment on the go.

In addition to innovations in taste and packaging, strong emphasis has been placed on expanding and differentiating the portfolio across target groups and usage occasions –The focus of the marketing team remains on developing relevant choices that fit every moment and every consumer needs.