Because Coop was not satisfied with the pricing of Coca-Cola, the retailer launched its own cola. The first balance sheet is positive.
Coca-Cola has shrunk the bottle to 0.45 liters, but does not reduce prices. This has made Coop foam (reported BLICK). The Basler has created with the US beverage giant and is looking for alternatives to local coke. Happy Cola has been on the shelf since April.
Helvetian showers seem to be well received by consumers. "We have pursued Coca-Cola with our Happy Cola, a third of the sales of half-liter bottles," said Coop spokesman Urs Meier. "It's sensational. Happy Cola is full!»
«Swiss success story»
A small bottle of Coca-Cola will continue to be within reach, still very popular. Running with Coca-Cola negotiating a discount? "We are constantly in contact with our suppliers, including Coca-Cola," Meier said.
Happy Cola will not disappear from the shelves, if one can agree with US multinationals about lower prices. "Happy Cola is a Swiss success story," Meier said. He considers it "not excluded" that one day Fanta and Sprite will be equipped with original variants. "We continue to test alternatives from Switzerland."
Other retailers depend on private labels
Happy Cola is bottled by Swiss beverage producer Holderhof in Henau SG. A half-liter bottle is available at Coop for CHF 1.20. The shrinking original 0.45-liter Cola-Fläschli costs 1.35 francs.
Coop is not alone in its strategy to compete with its own more expensive brand products. For example, Migros sells M-budget chips along with the more expensive ones. At Valora's kiosk, OK Energy drinks are one of the best-selling products – although the original from Red Bull is also on the shelf.