Coca-Cola European Partners (CCEP) has given Fanta a fresh new look and a reduced sugar recipe, in what is the biggest change in the brand’s history.
The new recipe for Fanta Orange contains a third less sugar. The recipe is now down to 4.6g per 100ml from 6.9g sugar per 100ml, which follows on from a 33% reduction in the sugar content in 2006.
Fanta Orange Zero Sugar will continue to be on offer for those looking for the Fanta taste without the sugar.
At the heart of the brand’s transformation is a new visual identity, designed to reflect Fanta’s fruity, fun and vibrant nature. A new logo features on the design which was created using hand cut paper and transformed into a digital logo, along with a new colour palette to create more impact on shelf.
The bottle is an industry-first, replacing traditional, symmetrical designs with a spiral version which twists the plastic to form a unique, eye-catching shape. The new bottle will feature across 500ml and 2 litre formats.
Simon Harrison, operational marketing director at Coca-Cola European Partners (CCEP) 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.
“This year looks set to be the biggest in Fanta’s history, with a fresh new look inside and out and a multi-million pound investment support plan. As well as a new visual identity, we’ve been working hard to reduce the sugar without compromising on the taste. We are therefore 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 look will be supported by a multi-million-pound integrated marketing campaign including out of home advertising, sampling and in store promotion. It will roll out in stores from April this year with the new Fanta Orange recipe launching in May.