US: Coca-Cola Co’s Fanta offers '100% Natural Flavors' in Fanta Orange

By just-drinks.com editorial team | 17 April 2009

Coca-Cola Co has revamped its Fanta Orange brand to offer 100% natural flavours for the US market.

The whole Fanta line is also to receive a new look, which involves new packaging with more "contemporary graphics", the company said today (17 April).

Both the new formulation and look for Fanta will roll out in the US this month.

By the end of the summer, Fanta Apple and Fanta Grapefruit will also be available with '100% natural' flavours.

"We know that during these difficult times, shoppers want to bring home products that the entire family will enjoy; we are pleased to invest in our products and offer the same great taste of Fanta now with 100% natural flavours," said Santiago Blanco, vice president of Sprite and flavours, Coca-Cola North America.

"The introduction of this new formulation and the new look of the Fanta line are part of our ongoing efforts to reinvigorate the sparkling beverage category in the US, and Fanta will play a critical part in this effort due to its strong connection with teens," said Blanco.

Fanta Orange is available in multiple retail and convenience channels in 12oz cans, 20oz bottles, two-litre bottles and multi-packs.

A fully integrated marketing campaign will follow the launch featuring the return of one of the brand's advertising campaigns.

Sectors: Soft drinks

Companies: Fanta, Coca-Cola Co, Sprite