Fanta goes natural in new brand drive
Fanta now contains no artificial flavours or colours, thanks to a reformulation of the drink, as part of a £6.25m brand investment by Coca Cola Enterprises (CCE) this year.
Fanta will also have a pack redesign to highlight these new claims. The new design will include Guideline Daily Amounts (GDA) and state that the product contains real fruit juice.
According to data from AC Nielsen in August 2008, Fanta is the biggest flavoured carbonate brand, worth £117.3m in retail sales. "Flavoured carbonates remain a massive market segment, worth £332.9m," said Kenny Chisholm, trade communications manager at CCE.
"Consumer research has proven that the new packaging communication should increase purchase intent by up to 24%, which is a great opportunity for retailers to drive soft drinks sales."
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