Coca-Cola Life, Coke’s first product sweetened with stevia, recently launched in Argentina. Coke’s launch plan is not random; Argentina’s health and wellness market has grown by 20 percent or more every year since 2003. In the soft drinks category, Coca-Cola Life is challenging the popular flavored waters category that combines low-calorie content with vitamins or antioxidants. Stevia, which is sweeter than sugar and has no caloric content, could be the key ingredient Coke needs to compete.