Coca-Cola Great Britain (CCGB) is repositioning its diet flavoured carbonated soft drinks with the launch of the Z range.
As of this month, light variants of Fanta, Sprite, Dr Pepper and Lilt will be relaunched as Z, with Z standing for Zero Added Sugar.
The move is in response to new consumer insights that reveal a growing demand for low calorie flavoured carbonated drinks that don’t compromise on the dynamism and enjoyment consumers associate with regular flavoured carbonates.
From May, Z will be supported by a substantial through-the-line marketing campaign which will be focused on raising awareness of this new category and encouraging trial.
Julia Goldin, marketing director for Coca-Cola GB, says: “Anticipating, understanding and reacting to consumers’ changing desires and lifestyle choices is fundamental to the continued success and growth of the carbonated category, a belief that continues to help shape CCGB’s focus on category innovation and leadership.”
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