Lilt – the iconic soft drink famed for its ‘totally tropical taste’ – is being scrapped after almost 50 years as Coca-Cola relaunches it as Fanta Pineapple & Grapefruit.
The newest member of the Fanta family will be available at retail from tomorrow (14 February), in 330ml cans, 500ml bottles and two-litre bottles. A zero-sugar version will also be available.
The new product designs are the culmination of Lilt’s “gradual transition” to the Fanta brand over the past few months, and feature “a graphic nod to the totally tropical taste of the product’s roots”.
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Originally launched in 1975, Lilt has retained a special place in the hearts (and childhood memories) of many, who have taken to social media to share their dismay at the news in the form of both memes and heartfelt dedications.
30-somethings and 40-somethings who haven’t drunk Lilt since 1998 left devastated by today’s news. pic.twitter.com/eUsdXlYmzl
— Martin Ross (@martingrantross) February 13, 2023
Lilt has been discontinued. I don’t think I want to live in a world without Lilt in it. What’s the point anymore.
— 〰️ (@SenseiCarl_) February 13, 2023
Farewell sweet Lilt. pic.twitter.com/rWVj2DrWCd
— El Tigre (@hazeldanger) February 13, 2023
CCEP GB VP of commercial development Martin Attock told The Grocer: “Our main priority with this announcement is to reassure Lilt’s loyal fanbase that absolutely nothing has changed when it comes to the iconic taste of the drink they know and love.”
“It’s still bursting with tangy tropical flavours. It’s just got itself a new name.”
The ‘controversial’ rebranding will be supported with social media and out-of-home advertising as well as PR and influencer activity.
