Coke Zero is rolling out its first fruit flavour variant, a limited-edition calorie-free cherry drink launching exclusively in Asda this month.

Coke Zero Cherry will be available in two-litre bottles (rsp: £1.94) as well as in cans (rsp: £4.20 for an eight-pack) and will be promoted through in-store sampling as well as online activity on Asda’s website, its Facebook page and Coca-Cola Enterprise’s (CCE) Coke Zone.

Nick Canney, VP for sales and customer development at CCE, said Coke Zero had grown 9.2% by value in 2012 [Nielsen 52w/e 29 September 2012], a performance fuelled by a tie-up with Bond film, Skyfall and consumer interest in low or no-calorie options. “This variant helps to highlight how strongly the brand has established itself within the UK market and the appetite to evolve this offer,” he added.

CCE has also unveiled a collaboration with fashion designer Marc Jacobs as part of the 30th anniversary celebrations for Diet Coke.

Jacobs, who has been appointed a creative director of the brand, will design limited-edition bottles and cans that will roll out in March, and is also starring in a short online film that pays homage to the Diet Coke hunk ads.