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What is the greatest challenge the wholesale industry faces?
Wholesalers are serving an increasingly diverse customer base that requires different pack formats and demands an array of products, brands, advice and point-of-sale support. We are committed to delivering customer-centric plans that include category and shopper insight, plus expertise in areas such as digital and sustainability.

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What emerging trends and opportunities can customers take advantage of?
The health and wellness trend is growing and wholesalers should consider stocking more low- and zero-sugar products to meet consumer demand. Coca-Cola Zero Sugar, for example, represents a huge opportunity, given its current value growth of nearly 29%.

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What do you consider CCEP’s greatest achievement this year to be?
We have successfully grown by strengthening our core portfolio and by adding new innovations to our range in response to consumer trends, which is driving sustainable growth for customers, too. Some examples of this include Fuze Tea’s launch earlier this year and the expansion of the Monster brand to include the sugar-free sub-brand Monster Ultra.

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Are you planning any activities that wholesalers should be aware of?
We are rolling out a new look for the Coca-Cola range that features the iconic red of the brand more prominently across Coca-Cola’s original taste (Classic) and Coca-Cola Zero Sugar to unify both varieties and encourage more people to try Coca-Cola Zero Sugar. Coca-Cola Christmas will also be returning with our ‘Holidays are Coming’ TV advert and numerous other initiatives.

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What advice would you give wholesalers looking to grow sales of soft drinks?
Our advice would be to pick the products that are being well supported by manufacturers, those that have been developed in response to consumer trends and from large or growing soft drink segments, and, finally, avoid duplication.