Simon Mowbray
Coca-Cola is bidding to push the meteoric rise of Fanta in the UK even further ­ by introducing another new flavour.
The company predicts that Zesty Berry (blackcurrant and Lemon) could even eclipse the success of recently introduced variants Icy Lemon and Fruit Twist which helped propel the Fanta brand to fifth place in the soft drinks section of The Grocer's Top Products Survey (December 14, 2002).
According to figures from Information Resources, the brand increased its sales by a third in 2002 to sit at the £56m sales mark in multiple grocers alone, making it the third best-selling carbonated drink on the market behind stablemates Coca-Cola and Diet Coke.
Available from next month, Zesty Berry will benefit from advertising during the year.
Coca-Cola Enterprises' marketing director, Norman Brodie, said: "We have another great opportunity to drive further growth in 2003."
Meanwhile, Coca-Cola is in the process of rolling out a long-awaited new advertising tack for its flagship brand in the US.
Likely to be transported across the Atlantic, the new campaign moves on from the previous Life Tastes Good' theme to concentrate on a new Real' feel for the brand. Pepsi is expected to launch a new US campaign in spring.