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Wednesday 13 February, 2019


FANTA TURNS PURPLE WITH NEW GRAPE ZERO FLAVOUR

fanta grape zero
  • Fanta Grape Zero will be launching in March
  • Latest addition will be supported by a £5m marketing campaign
  • New flavour follows demand on social media by Fanta’s core audience and growth of flavoured carbonates in GB[1]

Coca-Cola European Partners (CCEP) has unveiled Fanta Grape Zero as the latest addition to its Fanta portfolio, following huge demand for the flavour on social media by the brand’s core consumers.

Launching in March, the new Fanta Grape Zero variant from GB’s number one flavoured carbonate brand[2] will help retailers maximise on the growth of the segment and demand for low-sugar soft drink options[3]. Grape is the brand’s most highly requested flavour on social media by its young adult audience and is the second most popular Fanta flavour, after Orange, on CCEP’s Freestyle dispense machines, which are located in foodservice outlets across the country.

Fanta is worth £184.8m[4] and has a 23.7% value share[5] of the growing £494m flavoured carbonate segment[6]. Fanta Zero alone is worth £52.8m[7] and recruited 645,000 new shoppers in the past 12 months[8].

Fanta Grape Zero, which is made with natural flavours and is Soft Drinks Tax-exempt, will be available in a 330ml can and a 500ml PET bottle for instant consumption occasions, and 4x330ml can multipack and 2L PET bottle for future consumption. It will also be supported by Fanta’s 2019 £5m marketing investment which will feature social media, digital and out-of-home activations, as well as nationwide consumer sampling to almost a quarter of a million people.

This latest innovation follows a raft of activity for Fanta over the past two years, including an overall brand refresh in 2017, annual Halloween campaigns and the success of its limited-edition Blood Orange Zero and Pink Grapefruit Zero variants, which won the ‘Fanta Flavour Election’ in 2018 following more than 150,000 votes from consumers.

Simon Harrison, Vice President of Commercial Development at Coca-Cola European Partners GB, said: “Fanta is one of our leading brands. 33% of young adults aged between 16-19 drink Fanta in Great Britain[9] and we know that innovative, great-tasting flavours are key to remaining relevant with this audience while attracting new shoppers. We listened to what this consumer group wants and following huge demand on social media, as well as the data shown by our Freestyle machines, we’re now introducing one of Fanta’s biggest new flavour innovations of the past few years.

“Combining the popularity of Fanta and growing demand for both flavoured and low sugar carbonates, Fanta Grape Zero presents a fantastic opportunity for retailers to maximise their soft drinks sales.”

 


[1] Weekly Nielsen Data MAT w.e 29.09.2018

[2] Weekly Nielsen Data MAT w.e 29.09.2018

[3] Weekly Nielsen Data MAT w.e 29.09.2018

[4] Weekly Nielsen Data MAT w.e 29.09.2018

[5] Nielsen Mult Grocery MAT to 07.07.18; 

[6] Weekly Nielsen Data MAT w.e 29.09.2018

[7] Weekly Nielsen Data MAT w.e 29.09.2018

[8] Kantar MAT to 15.07.18

[9]TGI GB Fanta Consumption 2015-2017

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