Fanta twists bottle in major revamp

Fanta Orange

CCEP has given its Fanta brand a major overhaul, with a new visual identity, spiral bottle and a reformulation to the Orange variant which contains a third less sugar.

The new look will be supported by a multi-million-pound marketing campaign which puts social at its core, and will feature out of home advertising, sampling and in store promotion throughout the year.

The spiral bottle has been nearly two years in the making, and will feature across 500ml and 2 litre formats.

Cutting the sugar content by one-third to 4.6g per 100ml will exempt Fanta Orange from the forthcoming sugar tax. Unsurprisingly, CCEP said the reformulation didn’t compromise the taste. Fanta Orange Zero Sugar remains in the portfolio.

Simon Harrison, Operational Marketing Director at Coca-Cola European Partners, said: “The evolution of Fanta is another example of how we’re energising our portfolio of leading brands to ensure they remain relevant to consumers whilst helping to drive sales for our retail customers.

“We’re delighted to be launching this new look alongside a new recipe which contains a third less sugar, a recipe which consumers have told us tastes better than ever.”

The new visual identity rolls out in stores from April with the new Fanta Orange recipe launching in May. The new two-litre twist bottle also debuts in May, with the 500ml format following later in the year.