Fanta Z Summer Fruits is the latest addition to Coca-Cola Enterprises’ new Z (zero added sugar) range.
CCE has rebranded all light variants of its carbonates (apart from Coke and Diet Coke), so that the range now comprises Fanta Z Orange, Fanta Z Icy Lemon, Sprite Z, Dr Pepper Z and Lilt Z.
The company took the step after consumer research revealed that there was a strong emotional appeal to using positive language instead of words such as ‘diet’ or ‘light’.
According to CCE, when tested pre-launch, 70% of consumers responded positively to Fanta Z Summer Fruits. The response grew to 93% when consumers were informed that the product belonged to the Fanta brand and had zero added sugar.
The Z range is available in two-litre (rsp: £1.49) and 500ml (rsp: 85p) PET bottles and a 300ml can (rsp: 39p).
Fanta Z Summer Fruits contains apple, strawberry, blackcurrant and cherry fruit juice from concentrate.
Julia Goldin, marketing director for Coca-Cola GB, said: “The Z range is a great example of how we have applied consumer insights to answer a specific consumer need, resulting in a range which provides a diversity of choice of zero-added-sugar carbonated soft drinks that offer refreshment without compromise.”
A marketing campaign will be launched next month.
Helen Gregory
CCE has rebranded all light variants of its carbonates (apart from Coke and Diet Coke), so that the range now comprises Fanta Z Orange, Fanta Z Icy Lemon, Sprite Z, Dr Pepper Z and Lilt Z.
The company took the step after consumer research revealed that there was a strong emotional appeal to using positive language instead of words such as ‘diet’ or ‘light’.
According to CCE, when tested pre-launch, 70% of consumers responded positively to Fanta Z Summer Fruits. The response grew to 93% when consumers were informed that the product belonged to the Fanta brand and had zero added sugar.
The Z range is available in two-litre (rsp: £1.49) and 500ml (rsp: 85p) PET bottles and a 300ml can (rsp: 39p).
Fanta Z Summer Fruits contains apple, strawberry, blackcurrant and cherry fruit juice from concentrate.
Julia Goldin, marketing director for Coca-Cola GB, said: “The Z range is a great example of how we have applied consumer insights to answer a specific consumer need, resulting in a range which provides a diversity of choice of zero-added-sugar carbonated soft drinks that offer refreshment without compromise.”
A marketing campaign will be launched next month.
Helen Gregory
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