Fanta is launching a new mid-calorie special edition Raspberry and Passionfruit flavour to help retailers capitalise on the growing popularity of tropical flavours enjoyed by shoppers.
In a first for Fanta, the new variant uses stevia to offer shoppers a new mid-calorie option. Fanta’s recent growth has been supported by using rotational flavours to engage with new shoppers and consumers, offering a wider range of taste to appeal to more palates. This innovation has contributed to overall brand growth across Fanta’s core range (Fanta Orange, Zero, Fruit Twist and Lemon) and its special edition flavours (Mango and Passionfruit, Peach and Apricot and Red Fruits).
Raspberry and Passionfruit is the latest special edition flavour to hit retailers’ shelves.
Caroline Cater, Operational Marketing Director at Coca-Cola Enterprises, said: “Fanta is a hugely popular brand with both mums and teens. We’ve been able to keep it feeling fresh by rotating flavours, continually bringing new and fashionable tastes to the market. Our Raspberry and Passionfruit flavour introduces stevia to the brand for the first time and has performed well in consumer testing, particularly with those looking for more choice at the soft drinks fixture. The new variant looks set to help retailers improve shelf stand-out and excite shoppers in-store in 2014.
“We’ll be supporting our customers throughout the year with a targeted marketing plan, which includes experiential activity and in-store point-of-sale materials through to digital and social media activation.”
Raspberry and Passionfruit Fanta is available from January in all pack formats, including two-litre, 330ml can and 500ml PET as well as 6 and 8 x 330ml can multipacks. The 330ml can and 500ml PET bottle will be available in 59p and £1 price marked pack respectively for independent retailers.
