Coke Introduces “No Added Preservatives” Fanta in Italy

This innovation was made possible by the combined expertise of Coca-Cola and its bottling partners. Thanks to its cutting-edge manufacturing processes, the Coca-Cola system has achieved a high-quality product, meeting the needs expressed by consumers.

Aug 9 2010 --- With the objective of meeting its consumers' demand, Coca-Cola Italy has launched a reformulated Fanta, containing no added preservatives.

A 1.5-liter bottle orangeade, with 12% of orange juice, is prepared with the juice of three oranges. Fanta contains real orange juice from 100% Italian oranges, natural flavorings and is without colorants. Fanta has also eliminated preservatives.

This innovation was made possible by the combined expertise of Coca-Cola and its bottling partners. Thanks to its cutting-edge manufacturing processes, the Coca-Cola system has achieved a high-quality product, meeting the needs expressed by consumers.

Indeed, researches demonstrate that consumers consider the absence of colorants and preservatives as highly important, according to research (2006). The launch of the new Fanta underlines once again Coca-Cola commitment in the soft drinks market, aimed at ensuring continued product and process innovation, also in the segment of orangeades, which represents 21.5% of the whole Italian soft drinks market.

The new formula will be highlighted on the revised label, making it immediately clear that the new Fanta contains no added preservatives, providing an information recognized and appreciated by consumers. Coca-Cola has always been committed to providing consumers with consistent and transparent information, in order to foster greater awareness and informed choices. Since 1st May 2007, Coca-Cola has been the first company which voluntarily introduced on-package GDA (Guideline Daily Amount) labeling in Italian soft drink market.

Cristina Santucci, Coca-Cola Italy Marketing Director, said: "The continued innovation of Fanta-branded products, which have been undergoing a constant improvement process, addresses the need of being on the edge of a particularly dynamic soft drinks market in Italy, an ever-changing sector of consumer goods' market. This new formula launch is thus a highly satisfactory milestone for us."