Coca-Cola Zero’s new packaging closely resembles classic Coca-Cola, and that is no accident

Coca-Cola has deliberately made its classic drink and Coca-Cola Zero Sugar look more alike, but the redesign is drawing criticism from consumers and diabetes advocates.

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With the new design, we are bringing our Coca-Cola variants visually closer together. This makes them clearly part of the same Coca-Cola family, while each variant remains easy to recognize.

The company says the new design brings its Coca-Cola variants closer together visually. The products should look like members of the same family while remaining recognizable as separate drinks. On social media, however, some consumers say they can no longer tell the cans apart. “I’ve already picked up the wrong one a few times,” one person wrote.

The similarity is especially noticeable when a can faces forward in a vending machine. The old black lettering on the Zero packaging has been replaced with white lettering. Nicolas Courant, Coca-Cola’s communications director for Belgium and Luxembourg, said complaints remained limited and described the reaction as normal. The company has no plans to restore the old packaging, he said, adding that it had already run a month-long campaign in public spaces and on social media to explain the change.

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I’ve already picked up the wrong one a few times.

Researcher Timpe Callebaut of the University of Antwerp sees a possible long-term strategy in the redesign. He said Coca-Cola may be linking its distinctive red color more closely to Cola Zero, which is becoming increasingly popular amid health concerns. Coca-Cola says it will continue evaluating the design.

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I cannot easily tell the difference between the cans myself, so for people during a hypo or with low blood sugar, it may be even harder to distinguish them.

The Diabetes League says the resemblance could create medical problems. Lampaert said the organization had received reports from people who chose the wrong drink. During a hypoglycemic episode, regular cola can help raise blood sugar quickly, while Cola Zero is not an appropriate treatment. A person who deliberately chooses a sugar-free drink but accidentally receives the sugary version could instead experience an unwanted rise in blood sugar.

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It is important to take in sugar quickly during a hypo to raise blood sugar again. Regular cola can help then, while Cola Zero is not a suitable treatment.