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UK: CCE drops Z range, ushers in Zero

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Coca-Cola Enterprises is dumping its Z range and rebranding the portfolio in the UK.

The move follows the launch earlier this month of Coca-Cola Zero in the country.

CCA said today (24 July) that it will relaunch the zero sugar and zero added sugar portfolio, which includes Fanta, Sprite, Lilt and Dr Pepper, as 'Zero'.

"As part of the Zero range, the brands will benefit from the excitement and interest in Coca-Cola Zero," the company said. "The transition will provide consumers with a comprehensive range of … drinks with zero sugar or zero added sugar that includes both flavours and colas."

The new branding will be supported by a two-week outdoor campaign in the UK next month.

"The Zero range has been rebranded from Z to ensure consistency across the range following the introduction of Coca-Cola Zero," said CCE's operational marketing director Kieran Hemsworth. "The 'Zero Sugar, Great Taste' message on pack will be easy for consumers to understand and identify on shelf.

"The summer has been a great success so far for CCE and we are seeing some very positive signs with CSDs returning to growth for the first time in 18 months," Hemsworth continued. "We're confident that the rebranding of the range will benefit from the excitement around the launch of Coca-Cola Zero, and the new Zero range will continue to reignite the CSD category."


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