Fanta Grape is the latest addition to be added to the Fanta drinks portfolio, following demand from consumers on social media.
Launching into the convenience channel in March, the new Fanta Grape zero added sugar variant is the brand’s most highly requested flavour by its core young adult audience, and is the second most popular Fanta flavour in Coca-Cola European Partners’ Freestyle foodservice vending machine range.
The new variant is made with natural flavours and is exempt from the soft drinks industry levy, and will be available to c-stores in a 330ml can and a 500ml PET bottle as well as a four x 330ml can multipack and 2ltr PET bottle.
The launch of Fanta Grape will also be supported by the brand’s £5m marketing investment in 2019, which will include social media, digital and out-of-home activations, as well as a nationwide consumer sampling campaign.
Simon Harrison, vice president for 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 [TGI GB Fanta Consumption 2015-2017] 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.”
The roll-out of the new grape flavour, which will be carry the same pricing structure as Fanta Orange, follows a raft of activity for Fanta over the past two years, including a brand refresh in 2017, annual Halloween campaigns and its limited-edition Blood Orange Zero and Pink Grapefruit Zero variants, which hit shelves last year.
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