Fanta reveals new identity

Fruit flavoured sparkling drink Fanta has been given an overhaul, Coca-Cola European Partners (CCEP) has announced. The transformation will see a new visual identity, a spiral bottle and a new recipe for Fanta Orange which contains one third less sugar.

The new look will be supported by an integrated marketing campaign and features a new digital logo. The bottle will feature across 500ml and 2l formats. The new recipe contains less sugar, with only 4.6g per 100ml – down from 6.9g.

Simon Harrison, operational marketing director at CCEP, says, “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 multimillion 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 identity will roll out in stores from April this year with the new Fanta Orange recipe launching in May. The new 2l twist bottle will arrive in stores in May with the 500ml format following later in the year.

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