Coca Cola Reformulate Fanta Orange with Natural Flavors in US

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17-Apr-2009 --- Fanta Orange is the latest member of Coca-Cola North America's portfolio of sparkling beverages to feature 100 percent natural flavors, joining Coca-Cola and Sprite. By summer's end, two other members of the Fanta family will be available with 100 percent natural flavors – Fanta Apple and Fanta Grapefruit.

17/04/09 Fanta Orange, the #1 fruit-flavored sparkling beverage in the U.S., will now feature 100 percent natural flavors. As part of the move the entire Fanta line is also getting a bold new look that includes vibrant packaging with colorful illustrations and contemporary graphics.  Both the new formulation and look for Fanta will roll out in the United States this month.

The Fanta brand offers an assortment of bold, tantalizing flavors that are caffeine free. These attributes have given Fanta a strong acceptance among moms while maintaining high brand loyalty and preference among teens. Fanta Orange will be the first flavor in the Fanta family to have 100 percent natural flavors, while offering the same taste. Fanta Orange is the latest member of Coca-Cola North America's portfolio of sparkling beverages to feature 100 percent natural flavors, joining Coca-Cola and Sprite. By summer's end, two other members of the Fanta family will be available with 100 percent natural flavors – Fanta Apple and Fanta Grapefruit.

"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 percent natural flavors," said Santiago Blanco, vice president of Sprite and flavors, 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 U.S., and Fanta will play a critical part in this effort due to its strong connection with moms and teens."

Fanta Orange is available in multiple retail and convenience channels from large supermarkets to dollar and drug stores nationwide, in 12-ounce-cans, 20-ounce bottles, two-liter bottles and multi-packs. Fanta's new look and natural flavors represent the first set of efforts to strengthen Fanta's leadership position among fruit flavored sparkling beverages.  A fully integrated marketing campaign will follow shortly featuring the return of one of the most acclaimed advertising campaigns across the industry, stay tuned.

Coca-Cola has been embracing the natural trend recently, including the high intensity sweetener stevia in several new product applications, including the new Sprite Green featuring the Reb-A extract of stevia. The new reduced-calorie Sprite line extension, is the first of what the Company expects will be many new, naturally sweetened, reduced, low and zero-calorie beverages sweetened with TRUVIA natural sweetener in the future. Sprite Green is naturally sweetened with TRUVIA brand sweetener and has 50 calories per 8.5-ounce serving and 5% lemon juice. Sprite Green was created to appeal to active young adults and w be launched in two US cities this month in distinctive 8.5-ounce aluminum bottles.

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