Coca-Cola Europacific Partners (CCEP) has unveiled an improved taste for Fanta Orange Zero, and a bolder pack design across all its flavours.
With zero sugar options growing ahead of the total flavoured carbonates segment, the reformulated Fanta Orange Zero is said to taste more like Fanta Regular Orange.
The new packaging design is rolling out now across all Fanta flavours. Featuring clearer differentiation between regular and zero sugar variants and bolder colours, the new look is aimed at delivering maximum stand-out on shelf.
New look 500ml rPET bottles of Fanta and Fanta Zero will also more clearly highlight that the bottles are made from recycled plastic and can be recycled again. The on-label ribbon communication is being rolled out across all CCEP’s sparkling 500ml rPET portfolio.
The new designs are expected to help to fuel momentum behind the Fanta range, which accounts for one in every five flavoured carbonates sold in Britain, with sales across the range increasing by 6.3% in value during 2023.
The new taste and design will be supported by sampling activity focused on the reformulated Fanta Orange Zero, targeted out-of-home and social media advertising campaign, and influencer activity to engage young adult shoppers.
Fanta Orange Zero also teamed up with Jamie Laing as its ‘Chief Flavour Officer’ (CFO) to surprise unsuspecting shoppers with an in-store prank.
Rob Yeomans, VP of 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. And 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!”
