Coca-Cola Europacific Partners (CCEP) has unveiled a new and improved taste for Fanta Orange Zero, and a bolder pack design across the wider Fanta range.
With zero sugar options growing ahead of the total flavoured carbonates segment, CCEP said the reformulated Fanta Orange Zero tastes more like Fanta Regular Orange and will help drive sales for retailers.
A new packaging design for all Fanta flavours features clearer differentiation between regular and zero sugar variants and bolder colours, and is intended to deliver maximum stand-out on shelf.
New-look 500ml rPET bottles of Fanta and Fanta Zero also more clearly highlight that the bottles are made from 100% recycled plastic and can be recycled again.
The new taste and design will be supported by sampling activity focused on the reformulated Fanta Orange Zero, a targeted out-of-home and social media advertising campaign, and influencer activity.
Fanta Orange Zero has recruited Made In Chelsea star Jamie Laing to the role of ‘Chief Flavour Officer,’ to help indecisive shoppers faced with a host of drink options make the right choice.
Furthermore, the Coke App will host a new Fanta ‘Ride n Sip’ game where consumers can unlock a free Fanta Orange Zero coupon.
Rob Yeomans, Vice-President, Commercial Development at CCEP GB, 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.”
