Fanta Orange Zero x Jamie Laing 03

Coca-Cola Europacific Partners (CCEP) has unveiled a new taste for Fanta Orange Zero, and an updated pack design across all its flavours.

The reformulated Fanta Orange Zero will taste more like Fanta Regular Orange and will feature a new packaging design across all Fanta flavours which has clearer differentiation between regular and zero sugar variants and bolder colours.

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). Laing was recruited to help indecisive shoppers faced with a host of drink options, to choose a thirst-quenching Fanta Orange Zero. By taking over the store’s tannoy, Jamie teases unsuspecting shoppers from a hidden control centre, daring them to try the new, delicious taste of Fanta Orange Zero.

The Coke App will also host a new playful Fanta ‘Ride n Sip’ game where consumers can unlock a free Fanta Orange Zero coupon, which aims to drive trial with over 70% of young adults in GB.

Rob Yeomans, vice-president, commercial development at Coca-Cola Europacific Partners (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.”