Coca-Cola Europacific Partners (CCEP) has unveiled a new pack design for its Fanta Orange Zero variety, as well as a “new and improved” taste.

The new design, which is also rolling out across all Fanta flavours, is meant to differentiate more clearly between regular and zero-sugar variants.

Meanwhile, the supplier says the reformulation makes it taste more like the regular Fanta Orange, to help drive sales for retailers amid growth of zero-sugar options.

These are currently growing ahead of the total flavoured carbonates segment, according to Nielsen figures.

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Additionally, the Fanta range accounts for one in every five flavoured carbonates sold in Britain, and saw its sales increase in value by 6.3% during 2023.

The supplier is supporting the new design and reformulation with out-of-home, social media and influencer activity.

It is also partnering with presenter and podcaster Jamie Laing, appointing him as ‘chief flavour officer’ in a tongue-in-cheek campaign. There will also be a game in the Coke App where customers can unlock a free Fanta Orange Zero coupon.

Rob Yeomans, vice-president, commercial development at CCEP GB, said: “As zero-sugar flavoured carbonates grow in popularity, we’ve identified an exciting opportunity to drive more sales of Fanta Orange Zero by making it taste even better and closer to the original. And the best way for us to showcase the great new taste is by getting consumers to try it for themselves, which is why we’ll be investing heavily in sampling activity throughout the summer.

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