Coca-Cola Life was a mid-calorie cola that pleased nobody. Zero Sugar ate its lunch.

In 2013, Coca-Cola launched Coca-Cola Life, a mid-calorie cola sweetened with a blend of stevia and sugar. The green label and leaf logo signaled 'healthier' — one-third less sugar than regular Coke, at 60 calories per 8-ounce serving. It was first released in Argentina and Chile after five years of research, then expanded to over 30 countries including the UK, US, Canada, Australia, and Sweden.

The product was caught between two worlds. Regular Coke drinkers found it too sweet and diet-like; diet soda drinkers saw no reason to switch from zero-calorie options. The stevia aftertaste was a common complaint. Critics labeled it a marketing gimmick or 'greenwashing' — a regular Coke with a tiny amount of stevia and a green label designed to look environmentally conscious rather than deliver a genuine product improvement.

Sales were poor from the start, and the rise of Coca-Cola Zero Sugar — a reformulated zero-calorie option that actually tasted like Coke — directly cannibalized Life's market. Coca-Cola itself cited Zero Sugar's growth as the reason for discontinuing Life in the UK in 2017. Country by country, Life was withdrawn: the UK in 2017, Australia in 2017, Canada in 2019, and finally globally in 2020 as part of Coca-Cola's portfolio review of underperforming brands.

The failure was a case study in product positioning. Life tried to occupy a middle ground that consumers did not want. Those who cared about calories drank zero; those who did not care drank regular. The mid-calorie compromise was a solution in search of a problem.