Britvic is to remove all artificial flavours and colours from its Tango range in the UK.

The soft drinks company announced yesterday (14 May) that the brand will contain "only natural flavours and colours" from July. At the same time, Britvic will extend its Tango offering with the introduction of a citrus variant, as well as updating the pack design and bottle shape. A GBP2m (US$3.9m) marketing campaign will support the changes.

"Given the recent 'better-for-you' trends affecting the soft drinks market it is important to address health concerns which we have done through the removal of artificial colours and flavours and the reduction of sugar in our regular product," said Andrew Marsden, marketing director, Britvic Soft Drinks.

Available in 500ml PET bottles and 300ml cans, the Tango range comprises orange, apple, cherry and now citrus flavours. The citrus and orange variants will also be available with no-added-sugar from July.

"Fruit carbonates continue to play a key role in the soft drinks mix and Britvic is committed to attracting new buyers into the category and driving the rate-of-sale of Tango," Marsden concluded.