Coca-Cola Europacific Partners (CCEP) has unveiled a new and improved taste for Fanta Orange Zero and a bolder pack design to drive growth for the brand.
With zero sugar options growing ahead of the total flavoured carbonates segment, the reformulated Fanta Orange Zero aims to taste more like Fanta Regular Orange, and looks to help drive sales for retailers.
The new packaging design is rolling out across all Fanta flavours and will feature clearer differentiation between regular and zero sugar variants and bolder colours to deliver maximum stand-out on shelf.
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The new look 500ml bottles will also more clearly highlight that they are made from 100% recycled plastic and can be recycled again.
The updated taste and design will be supported by sampling activity focused on the reforumlated Fanta Orange Zero, as well as a targeted out-of-home and social media advertising campaign and influencer activity to engage young adult shoppers.
As part of this, the brand has teamed up with social media personality Jamie Laing as its ‘chief flavour officer’ to engage consumers with the product.
CCEP GB vice-president commercial development Rob Yeomans said: “As zero sugar flavoured carbonates grow in popularity, we’ve identified an exciting opportunity to drive more sales of Fanta Orange Zero by making it taste even better and closer to the original.
“The best way for us to showcase the great new taste is by getting consumers to try it for themselves, which is why we’ll be investing heavily in sampling activity throughout the summer.
“We have more exciting plans in store for Fanta throughout the rest of the year to help our customers unlock the flavoured carbonates growth potential, so stay stocked up.”
It comes as Coca-Cola posted strong first quarter sales results despite lower unit volumes.
