Fanta unveils new brand look and new recipe for Orange Zero

Coca-Cola Europacific Partners (CCEP) has unveiled a new 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 will taste more like Fanta Regular Orange.

A striking new packaging design is rolling out now across all Fanta flavours. Featuring clearer differentiation between regular and zero sugar variants and bolder colours, new look aims to deliver 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 100% recycled plastic and can be recycled again. This on-label ribbon communication is being rolled out across all CCEP’s sparkling 500ml rPET portfolio.

CCEP said the new designs will help to fuel momentum behind the Fanta range, which accounts for one in every five flavoured carbonates sold in Britain, and saw sales across its range increase by 6.3 per cent in value during 2023 [Nielsen, MAT 30.12.23].

The new taste and bold 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 and keep Fanta front of mind.

Fanta Orange Zero also teamed up with Jamie Laing as its ‘Chief Flavour Officer’ (CFO) to surprise unsuspecting shoppers with a mischievous prank. Jamie 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 per cent of young adults in GB.

“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,” Rob Yeomans, vice-president, commercial development at Coca-Cola Europacific Partners (CCEP) GB, said.

“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!”