Coca-Cola European Partners (CCEP) has extended its Fanta zero sugar range with a new raspberry variant.
Rolling out from this month, the new variant is made with natural flavours and is soft drinks Levy-exempt. It is available in a 330ml can and a 500ml PET bottle for on-the-go consumption, with an 8x330ml can multipack and a 2ltr PET bottle for future consumption.
The launch is being supported by a £2m marketing investment featuring social media, radio, digital and out-of-home activations, as well as influencer engagement and in-store promotions.
CCEP said that raspberry flavours were in in 11% volume growth in the past year (Nielsen Total Coverage MAT w/e 13 July 2019) and expected the new flavour to help maximise sales for retailers by attracting new consumers into the segment and encouraging occasional shoppers to return more often. The introduction follows on from the success of Fanta grape zero sugar, which launched last February.
Worth £217m and having grown 15% in value in the past year (Nielsen Total Coverage, MAT w/e 7 September 2019), Fanta now accounts for more than a quarter of the sector’s value share (Weekly Nielsen Data MAT end 7 September 2019). This growth has in part been driven by the Fanta zero sugar range, which is now worth £66.3m (Nielsen Total Coverage, MAT w/e 7 September 2019) and which has recruited more than 1.2 million new shoppers (Kantar Worldpanel 52 weeks ending 8 September 2019) in the past 12 months.
Simon Harrison, CCEP vice-president of commercial development, said: “Over the past year we’ve added £33m to the value of the Fanta brand by responding to the growing demand for flavoured carbonated soft drinks in zero sugar options and by investing in campaigns around key seasonal occasions like Halloween. This year we’ll build on the fantastic success of Fanta grape zero sugar with the new raspberry flavour, presenting another opportunity for retailers to maximise sales of soft drinks to new and existing shoppers.”
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