Okere Falls Store owner Sarah Uhl has said no to stocking Coca Cola.

The fizz in Coca-Cola has gone well and truly flat for one Rotorua cafe, which has announced it will refuse to stock the drink from October.

The announcement from the Okere Falls Store in Rotorua, via Facebook, has attracted many messages of support.

It all started with a fridge.

Supplied Okere Falls Store's Facebook post outlining why they're turning their back on Coca-Cola

Owner Sarah Uhl said they were committed to environmental practice wherever possible, and the trademark festooned fridge became something of a sore thumb.

"[The] Coca-Cola fridge was pretty obvious, and to all of our staff wasn't the fit for us, so it came around that way."

Uhl said changes to Rotorua Lakes Council recycling accelerated her concerns about the effects of the plastic end products on the environment, concerns that began to weigh heavy.

She ran the numbers and had seen how many bottles they had sold.

"And the guilt of that, how many of those bottles we sold are floating out in the ocean," Uhl said.

She admitted it may cost her financially too.

"It could potentially hurt our bottom line, that's the risk we take.

"[But] at the end of the day it's about how we feel and creating a better world in the future".

Uhl also said she was shocked at rising obesity rates, particularly among children, and that her Coca-Cola crusade didn't mean the end of fizzy drinks at the Okere Falls Store.

"There are great product out there, just not Coca-Cola that's got twice the amount of sugar in it".

Uhl also said she was surprised, but pleased, with the social media reaction.

"[Change] comes from smaller people doing little things, then it snowballs and catches on".