Controversy over Coca Cola price increases

Controversy has erupted over the increased prices Coca Cola Enterprises (CCE) is charging for post-mix Coca Cola in a new format it has introduced.

Licensees have criticised a leap from £4.26 per litre to £5 per litre that has accompanied a switch from the standard 10 litre bag in box format that CCE used to sell to a seven litre bag in box.

The 10 litre format has been scrapped.

While a 12 litre format is available for high volume outlets such as cinemas, CCE is justifying the change on the basis that it guarantees freshness.

However, licensees claim this is merely an excuse for charging higher prices.

Lenny Brandon, licensee of Bar 12, in Hatfield, Hertfordshire, said: "I think it's scandalous that they can get away with sticking the price up on the back of freshness.

"I have never heard a single customer complain about Coke's freshness.

Leigh Taylor, licensee of the Bluebell, Henley-in-Arden, said she had had no notification from CCE of the change. "We have been realistic about supplier prices increasing in the current market," she said.

"However, they have been sneaky about changing the packaging and putting their prices up. There's no way freshness is a realistic argument and there has been a lack of communication which could have been avoided."

CCE said that the move, brought in in February, was motivated by quality issues, and that it had been communicated to trade through the account team, telesales and CCE's website.

CCE trade communications manager Kenny Chisholm said: "The move to a seven litre box will help the UK on-trade serve a great quality soft drink every time.

"The shelf life of the syrup has also been reduced to 75 days to ensure optimum taste for consumers, as outlets will be able to use the seven litre post-mix more quickly and move to a fresh, new box."