IAvailable in limited edition across major retail cooperatives, the new soft drink contains no dyes, sugar, or caffeine. A symbolic launch reaffirming the retailer’s formulation policy introduced in 1980 across more than 3,000 private-label products.
A completely transparent cola, free from both artificial and natural food dyes, with zero sugar and zero caffeine. This is “Nuda Cola Coop”, the new carbonated soft drink launched in limited edition across major consumer retail cooperatives. The operation carries strong symbolic weight, aiming to demonstrate that food dyes are entirely unnecessary. Nuda Cola is a drink stripped of all superfluous elements, while retaining its characteristic aromatic profile thanks to the use of cola nut extract and carefully selected natural flavourings. Developing the recipe required extensive ingredient calibration and blind taste testing to ensure that the absence of its traditional dark hue did not influence flavour perception.
The essential formulations strategy
The launch of Nuda Cola embodies an industrial direction that Coop has pursued since 1980. The retailer’s formulation policy dictates that food colouring must derive exclusively from the ingredients used rather than added colour additives, whether synthetic or naturally derived. This approach applies to over 3,000 packaged consumer goods under the Coop private label, heavily impacting categories where dyes are traditionally widespread, such as ice cream, aperitifs, and confectionery. Where a specific shade is required, the retailer opts for colouring food ingredients, such as blackcurrant and carrot concentrate used for Coop’s red bitter aperitif.
The precautionary principle and consumer protection
The decision to eliminate additives used solely for aesthetic purposes aligns with a precise, prevention-oriented strategic line. “Protecting consumer health guides our choices, and the precautionary principle is integral to how we operate,” explains Sandro Luca Galasso, Product Quality and Safety Director at Coop Italia. The retailer adopts a proactive approach in response to evolving scientific research and opinions issued by regulatory authorities such as EFSA. By acting on potential risk evidence before it translates into legal obligations, Coop incorporates strict usage restrictions or complete bans directly into its supplier requirements.
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